Drugs ‘n’ alcohol charity Addaction has recently splashed out on an ad campaign, most of which seems to be involve posters on the London Underground. In general, the ads look pretty good: they highlight an unfashionable cause and (hopefully) will encourage people to think more about the complex problems of addiction.

But I am genuinely bemused by the posters’ strapline. “Unfashionable, not unimportant,” is the message Addaction wants us to take away from the campaign – and I think that’s a bit peculiar.

In my mind, lots of things are “not unimportant.” Having enough milk in the fridge for my afternoon cup of tea is not unimportant. Making sure I water the office plants is likewise on that level of concern. But making sure young people are spared a life of addiction and dependency? I think that’s more than “not unimportant.” Don't you?
 

 

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