Dope Talks: A successful campaign with 1,635,662 impressions

In June 2024, safe.brussels launched 'Dope Talks', a campaign as part of the regional strategy to tackle drug trafficking and its consequences on safety in the Brussels-Capital Region. The campaign was specifically aimed at young people, with the goal of making them aware of the impact of drug trafficking on city safety and everyone's well-being.

A campaign by and for young people

'Dope Talks' was designed as a campaign by and for young people, spread by three influencers on TikTok and Instagram. Vidalalexe, Clara_laureys, and Younesidrissi_ conducted street interviews, asking various questions to people from diverse backgrounds. The final product, a video on YouTube and Instagram, aimed to make young people think and open the debate about drugs and their impact on safety.

Impressive Results

With a total of 1,635,662 impressions across all channels, 'Dope Talks' was a huge success! The campaign demonstrated that with the right tools and an adapted approach, it is possible to truly reach young people. The three influencers recorded a total of 109,914 views on their social media and generated a massive influx to the social media platforms of safe.brussels.

A Lasting Impact

Safe.brussels recorded more than 100,000 views on its Instagram account and gained over 100 new followers. This campaign allowed safe.brussels to create a connection with this young audience, which is often difficult for a public institution to reach. Safe effectively spread its message and ensured that future messages have a better chance of being heard and picked up by young people. Safe.brussels is now better positioned to communicate effectively with this audience in the future.