Hawai'i IS Different

Often we argue that Hawai'i is different, and therefore advertising agencies often get special exceptions to create and run local commercials for a national product. As we become more global, that seems to be a less valid argument.

However, in one case that is currently on the air, we think it would behoove the local ad community to get together and produce a couple of local spots that follow the theme "Not Even Once" set by the national campaign.

The excellent spots on television for the Hawaii Meth Project are nationally produced spots which are a: "research-based messaging campaign—which graphically portrays the ravages of Meth use through television, radio, billboards, and Internet ads‹has gained nationwide attention for its uncompromising approach and demonstrated impact. The campaign's core message, "Not Even Once®," speaks directly to the highly addictive nature of Meth.

All of the featured "meth users" are haoles. The commercials are still powerful; but their power would be geometrically magnified if they featured local people. go to www.hawaiimethproject.org for more info.