Gemeente Den Haag
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The Challenge
In The Hague—like in many major cities—recreational drug use, particularly cocaine, has become normalized. Festivals, parties, and nights out often include a casual line of coke. What many users don’t realize is that their ‘harmless’ use directly fuels a criminal network filled with violence, exploitation, and societal disruption. The Municipality of The Hague wanted to expose this hidden impact and get recreational users to think twice.
Together with Things to Make and Do, Popcorn Stories was brought in to create a campaign that didn’t just lecture but confronted and raised awareness in an impactful way: Af en Toe.
The Big Idea
What if using just once in a while isn’t as harmless as you think? That question became the foundation of the Af en Toe campaign. Through a series of compelling, story-driven content, we connected the dots between occasional drug use and the harsh reality behind the scenes—violence, exploitation, and environmental destruction within the cocaine supply chain.
By portraying realistic characters and relatable scenes, the campaign visually and honestly showed the consequences of these choices. It was rolled out across social media, out-of-home advertising, and activations at festivals and in nightlife venues.
In addition, in-depth content was created, including video interviews with (former) users, conversations between users and drug runners, and animations illustrating the impact of the drug trade. This approach didn’t just raise awareness—it sparked conversations.
The Impact
The campaign struck a chord. Af en Toe reached hundred of thousands of people via social media and generated over 40,000 website visits. More than half of recreational users reported that the campaign made them reflect on their own role in the drug network.
Key findings from the impact study:
0%
of recreational users felt personally addressed and started thinking about the consequences of their drug use.
0%
changed their behavior after seeing the campaign—using less, being more mindful of where they buy, or discussing the issue with friends.
0
website clicks
The storytelling approach worked—the target audience appreciated the relatable vibe, visuals, and the fact that the message wasn’t preachy.
It ignited a conversation—while some users were critical, arguing that responsibility should lie with policymakers rather than individuals, the campaign successfully sparked meaningful discussions.
