The Ministry of Public Health, Welfare and Sport needed a way to make the Dutch public aware that a large proportion of medications being sold online are counterfeit. We decided that rather than approaching the target audience with a message, we would confront them with their purchasing behaviour.

We set up a fake online chemist’s and used the same sales tricks as those used by people selling counterfeit medication to convince anyone browsing or buying to order their medicines from us. As soon as the visitor clicked on the order button, they were confronted by an awareness-raising message.