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Brand Development

CAYAD - Auckland Council

Community Action Youth and Drugs (CAYAD) is a national project to reduce harm to young people and families/whānau from illicit drugs and alcohol. Auckland CAYAD, co-ordinated by Auckland Council, recognised that there is an opportunity to better utilise online tools to help inspire individuals or communities to share their AoD stories or create action plans to reduce specific AoD harms.

To support this programme of work CAYAD enlisted Curative to help develop a brand and visual identity that appeals and connects with young people aged 12-22 years. The design also needed to support the projects aim to encourage discussion and debate about the real harms of alcohol and other drugs and challenge attitudes and behaviours to inspire change and reduce these harms for young people.

Using our co-design approach, we involved two groups of young people from South Auckland and Central Auckland to guide the design and development of BUZZED to ensure that the naming and style truly resonates with them.

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Special thanks to the 20 young people involved in the co-design of this project.