Be Sound

Following the tragic deaths of three young people after attending events at SWG3, the iconic Glasgow venue knew it had to act.

But in a culture where drug use is often normalised, and official messages are easily dismissed, any harm reduction campaign risked either being ignored or, worse, rejected.

Working pro bono, we helped SWG3 launch Be Sound, a campaign rooted not in scare tactics, but in the power of community. Because at its best, clubbing is about looking after each other.

Recreational drug use is part of the nightlife scene, and most young people who participate do so without harm. That’s exactly what makes harm reduction comms so difficult. Zero-tolerance feels out of touch, and overly friendly messaging often backfires.

For SWG3, there was a reputational tightrope. They couldn’t ignore the reality, but being seen to condone drug use could jeopardise their licence. On top of that, the budget for media was just £3,500, so the strategy had to be laser-focused.

The goal wasn’t just local awareness. We aimed to change attitudes, spark behaviour change, and ultimately unite an independent industry around a shared cause. No small task in a scene famously wary of establishment messaging.

We began with research: analysing global harm reduction campaigns, consulting experts like Police Scotland and Crew2000, and running raw, honest focus groups with clubbers. One insight stood out: at its best, clubbing is a community, where “you just look after each other.”

That became our way in. Be Sound wasn’t about rules or drugs. It was about being a good friend, grounded in five messages from “knowing the risks” to “asking for help.”

Visually, the campaign was stark and stripped-back, avoiding glossy nightlife clichés. We created digital assets, in-venue posters, and a short film with real voices from the scene. Everything was designed to feel like it came from within the community.