NASPA
NASPA needed a campaign to run in Colorado to get college students to stop abusing study drugs (like Adderall). But this campaign had a bigger mission. By targeting “hustle culture”, the campaign tied into a current trending topic, all while giving students ownership of the messaging.
This wild billboard appeared on campus on the day of a career fair at UC Boulder. The students had thoughts about "grinding" and were all too happy to let them be known.
