What’s Your High?
Celebrating the high of life to inspire change.
The Challenge
Drug use among young people in Kerala was increasing, while conventional anti-drug campaigns were losing relevance. Fear-based messaging and moral lectures failed to connect with youth. The challenge was to address a serious social issue without sounding preachy, and to engage all age groups in a way that felt relatable and empowering.
The Pop-Take
We flipped the narrative by asking a simple question: What’s your high?. Instead of warning against drugs, the campaign celebrated natural highs found in art, music, sport and self-expression. Wall art and digital participation became the medium, giving youth a visible, creative way to own and share the message.
The Result
The campaign grew into a audience-driven movement, engaging nearly 500 participants across three seasons. It received coverage across major newspapers and digital platforms, earning mainstream attention and credibility. By focusing on passion rather than prohibition, the initiative showed young people that lasting highs come from purposeful actions, not substances.
Awards:
