After a damning BBC report on the far-reaching effects of drug abuse on the Nigerian youth, MTN decided to play a big role in raising meaningful awareness. The campaign aimed to highlight the danger of even the first trial and hoped to start a conversation. The work below was how we responded to the brief using a local insight: The One Chance Bus is the local name of kidnappers that lays traps for unsuspecting commuters using public buses

Results: Won Silver at the LAIF Awards; 1.2 million views on YouTube; backed up by a series of activations in schools that received very positive feedback; partnered with the Nigerian Government