Exit International is to launch its first campaign through The Works, after it was inspired by an episode of The Gruen Transfer in which the agency created a pro-euthanasia ad.
The television campaign, created by The Works, will air this Sunday in Brisbane, with Adelaide, Melbourne and Sydney to follow.
The Gruen Transfer challenged ad agencies to sell compulsory euthanasia which saw The Works produce a campaign for the cause which tied first place.
Exit International director, Dr Philip Nitschke, said advertising had always been part of the plan for the not-for-profit organisation, but a lack of funding had previously made it impossible.
The Gruen Transfer segment coincided with the group receiving funding following a bequest from a supporter in India.
"We were so impressed with the work on the Gruen transfer," said Dr Nitschke to AdNews, "We weren't too sure what they were going to do and we were a little worried they were going to try to be amusing, because it's a difficult topic to be humourous about."
The campaign has been designed to encourage younger people to get involved in the controversial euthanasia and assisted suicide movement.
"It's easy for younger folk to dismiss the issue and worry about it when they get older, but with this campaign, you are very much invited to put yourself in place of the person in the ad," he said.
"We want to get young people engaged in the campaign," said Dr Nitschke. "It's all very well to have 75-year-olds ringing up the politicians, but we want to get the 20 and 30-year-olds involved."
Dr Nitschke said there were also plans to follow the TV campaign with outdoor activity to reinforce the message.
Click here to view the original campaign from The Works featured on The Gruen Transfer.
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