7th December

There's a new initiative related with the mission to break the political taboo over the United States led War on Drugs.

It's a large campaign, including forthcoming documentary on the war of drugs. In the ads for this campaign are taking part Richard Branson, Kate Winslet, Morgan Freeman, Dizzee Rascal and Sam Branson, which are the ambassadors of the "braking the taboo".

A curious fact about the documentary is that it will be first released on YouTube for free before its TV broadcast. And this leads to 3 conclusions:

• first of all the producers don't focus on the money, but on the awareness on the problem, which this film illustrates
• more people will have the chance to see this film on YouTube, when it's for free for one month, starting from 7th December
• the mission of this film is to inspire, to educate and to show another point of view on very serious problem, which involves a lot of people in the world.

The communication campaign for this documentary is a brilliant example for such initiatives:

• there's a free channel to see the product for a limited period of time - so you have the choice to "taste" it for free in this period
• there's created a special site for this initiative
• there are involved famous artists, which are ambassadors for this initiative and they spread the message about it in very elegant and clear way, as you could see it in the ad spot below
• the product (the film) is not just an ordinary product, but a one, which want to make a change in the world through the change in our minds
• there is a social mission, which gives added value to the product
• there's a brilliant organization of this communication campaign regarding the time management and the execution of the communication strategy etc.

I love this communication approach and I'm eager to see the documentary. And what about you?

Br,
K.K.