Lapiz, Starcom Launch Crystal Meth PSAs

CHICAGO Publicis Groupe units Lapiz and Starcom have teamed up on a public service campaign here intended to educate at-risk groups—in particular gay men— about the harms of crystal meth.

The effort, created on behalf of the Chicago Crystal Meth Task Force, launched over the weekend at the city’s North Halsted Street Market Days festival. On one of the stages at the event, recovering meth addicts destroyed an 8-foot tall glass sculpture. As the statue came down, banners with the campaign’s tagline, “Crystal breaks,” were unfurled.

“The ‘Crystal breaks’ campaign is part of a larger response to substance use and abuse among lesbian, gay, bisexual, and transgender people,” said Lora Branch of the Chicago Department of Public Health and task force co-chair, in a statement. “We also recognize that Crystal Meth use and abuse is a larger public health issue affecting our entire city. Our goal is to initiate an important dialogue about its devastating impact on friends, family members and neighbors.”

The campaign, which runs through the end of the year, also includes print, radio, online and ambient media executions.