THE CAMPAIGN : “Think about it for a Minute “ The claim Think about it for a Minute embodies the essence of the campaign, urging young people to pause for just a moment to listen to a message that doesn't come across as authoritative, pedantic, or judgmental, but rather gives them an extremely important role in their own lives. The project stems from the desire to establish a direct communication channel with the young audience, being credible both in language and message.  THE TARGET OF THE CAMPAING o Children aged age 13 to 16 o Teachers o Parents  STRUCTURE OF THE CAMPAIGN o 9 clips produced in 16:9 format with an approximate duration of 60” each. o 9 clips produced in 9:16 format with Italian subtitles for social media . Approximate duration 60” each o Television, radio, and web Spot broadcasted in proximity of the World Day Against Drug Abuse and Illicit Trafficking (June 26th) o A dedicated section was created on Rai's digital platform, RaiPlay, which includes contents available on the platform related to drugs and addiction, along with a dedicated page titled “Think about it for a minute," featuring all 9 clips that make up the campaign o Elements on the ground (QR Code) A QR code was created and shared with the Department of Anti-Drug Policies to be used in informative printed materials for third parties, especially government entities. The QR code links directly to the dedicated section on RaiPlay and to the page called "Think about it for a minute."  TITLES OF THE CLIPS – each pill focuses on a substance Cannabis, Cocaine, Heroin, Alcohol, Tobacco, Fentanyl, MDMA, New Psychoactive Substances, and Hallucinogens. The Department of Anti-Drug Policies provided RAI with a scientific committee of physicians and toxicologists who validated each individual script. All pills, even those with very explicit and concrete language, but with a significant scientific basis, were approved by the committee. There's a need to raise awareness with essential, scientific information that is simultaneously simple and impactful.  THE LAUNCH OF THE CAMPAIGN June 10th 2024 The campaign was launched on June 10, 2024, and there was a comprehensive communication plan in place until the end of June. o The 9 clips, in 16:9 format, were scheduled to air on RAI's mainstream networks o The 9 clips in 9:16 format were released on Rai's social media platforms, with 3 clips published per week starting from June 10th. The social media launch was supported by a paid campaign on TikTok, active for three consecutive weeks. o Cross Promotion: RAI sensitized all its editorial directions to address the issue of addiction in broadcasts and in-depth discussions, especially leading up to the World Day Against Drug Abuse and Illicit Trafficking, which falls on June 26th o Cinema: the campaign was launched in cinemas, approximately 750 theatres across Italy, for a period of two weeks starting from June 10th. o On June 26th, all RAI networks displayed a message on screen commemorating the World Day Against Drug Abuse and Illicit Trafficking.  THE FOCUS OF THE CAMPAIGN The focus of the campaign is to raise awareness among young people about substances that can lead to addiction, causing negative effects and permanent damage, especially if consumed at a young age. One of the aims of the campaign is to be adaptable for use in schools as an educational tool, supporting teachers and parents in providing knowledge and understanding to students. For this reason, a dedicated section has been created on Rai's digital platform, RaiPlay, on February 2024 , launched during Sanremo Festival, which includes content already available on the platform related to drugs and addiction. The section, named Stay Independent has been enriched with the page "Think about it for a minute" created for the launch of the campaign on June 10th 2024. Everybody knows how serious the drug emergency has become in recent years all over the world and this promotional campaign, in collaboration with the Department of Anti-Drug Policies, represents a step forward for PSM since the Italian government chose RAI to produce and promote these campaign.