At Lawrence Davis, we believe that the most effective campaigns are those that make people stop, think and feel.
We recently had the privilege of working with the Staffordshire and Stoke-on-Trent Violence Reduction Alliance to develop two important public awareness campaigns: Choices and No Choice.
Launched on 8 June 2026, the campaigns explore the impact that drugs and alcohol can have on individuals, families, relationships and wider communities.
They also highlight an uncomfortable but important reality: casual drug use can contribute to the exploitation and abuse of vulnerable children.
Two Campaigns, Two Important Messages
Although the campaigns focus on different issues, they are connected by one central message: a single decision can have consequences that reach far beyond the individual making it.
The Choices campaign explores how drinking too much and taking drugs can affect judgement, lower inhibitions and contribute to violent behaviour.
What may begin as an ordinary night out can quickly result in damaged relationships, loss, violence and consequences that last a lifetime.
The campaign was created not to judge people, but to encourage them to think more carefully about their decisions, their behaviour and the possible impact on those around them.
The No Choice campaign focuses on the wider consequences of casual and recreational drug use.
Many people may believe that occasional drug use causes little harm. However, behind the supply of illegal drugs there can be a hidden network of abuse, intimidation, violence and child criminal exploitation.
Vulnerable children are often groomed, threatened or forced into delivering drugs on behalf of criminals. While the person buying the drugs may feel they have a choice, the child involved in delivering them often does not.
Listening Before Creating
These were difficult and highly sensitive subjects, so it was essential that the campaigns felt honest, respectful and grounded in reality.
Before developing the creative direction, our team carried out detailed research and consulted with people who had been directly affected by alcohol and drug-related harm.
Listening to their experiences helped us understand the emotional reality behind the statistics.
Their voices influenced the tone, messaging and storytelling throughout both campaigns and enabled us to create films that felt authentic rather than instructional or overly dramatic.
This stage of the process was incredibly important to us.
When working on campaigns involving real lives and personal trauma, there is a responsibility to listen carefully, communicate sensitively and ensure that the final work remains true to the people and experiences behind it.
Creating Campaigns That Connect
Our approach centred on storytelling. Rather than simply presenting facts or warnings, we wanted audiences to see how quickly events can unfold and how one action can affect many different lives.
- For Choices, the story demonstrates how alcohol and drugs can influence behaviour and contribute to violence, loss and damaged relationships.
- For No Choice, the focus shifts to the vulnerable child caught within the supply chain, showing the human cost that may sit behind casual drug use.
Both campaigns were designed to provoke thought without preaching or passing judgement. The aim was to encourage audiences to look beyond the immediate moment and consider the wider consequences of their decisions.
A Complete Multi-Channel Campaign
Lawrence Davis supported the campaigns from the initial research and creative concepts through to final delivery.
Our work included campaign strategy, concept development, scriptwriting, filming, art direction, branding, posters, social media assets, digital content, website materials and partner media packs.
The completed campaigns can now be shared across colleges, sports clubs, community organisations, partner agencies and digital channels.
By making the campaign materials widely available, the Violence Reduction Alliance is helping organisations across Staffordshire and Stoke-on-Trent begin important conversations around drug use, alcohol-related violence and child criminal exploitation.
Work With Purpose
For our team, this was much more than a creative project. It was an opportunity to use design, film and storytelling to communicate messages that could genuinely influence behaviour and protect vulnerable people.
Dawn Bezus, Managing Director of Lawrence Davis, said:
“These campaigns were shaped by the voices and experiences of people who have been directly affected by alcohol and drug-related harm. Taking the time to research and understand those lived experiences was vital in helping us create films that are authentic, emotionally powerful and grounded in reality.”
We are proud to have worked alongside the Staffordshire and Stoke-on-Trent Violence Reduction Alliance to bring these stories to life.
Campaigns like Choices and No Choice demonstrate the power of creative communication when it is supported by research, empathy and a clear social purpose.
Watch the Campaigns
To find out more and view the campaign films and supporting resources, visit:
If your organisation needs support developing a public awareness campaign, social impact project or sensitive communications strategy, contact the Lawrence Davis team to start a conversation.