Don’t Do Drugs conceptualised and produced by SAE staff and students
The students of SAE Institute, the largest worldwide private college for audio production, film production, interactive animation and applied multimedia, have set a new dimension to socially responsible educational initiatives.
SAE students collaborated with the Department of Anti-narcotics of Dubai Police to produce a television commercial titled ‘Don’t Do Drugs’ as part of an awareness campaign to combat drug abuse in Dubai. The commercial is also an integral part of the social media campaign by Dubai Police to highlight the ill-effects of drug abuse and to curb the social menace.
The television campaign was conceptualized and produced by SAE staff and students, with the support of the concerned authorities at Dubai Police. The one-minute commercial was shot at different locations, including Dubai Media City, Dubai Police Headquarters and Satwa, and depicts the consequences of drug use faced by a young man at university.
In addition to the campaign, a shorter version of the commercial will be aired on popular TV channels, thus taking the work of the students to a large cross-section of mainstream audiences.
Major Dr Juma Sultan Al Shamsi, Director of the Drug Awareness Programme at Dubai Police said: “Drug abuse is a social menace that must be nipped early, and Dubai Police has been taking concerted efforts to address the concern. In this, we believe that the participation of the student community – a vulnerable section – is very important. By creating a compelling television commercial, we wanted to underscore the ill-effects of drug abuse, and the SAE students have done a fantastic job in communicating the issue with the commercial. It will complement our social media campaign and thus reach out to a wider population.”
Predrag Toncev, SAE Dubai Campus Manager, said: “SAE Institute has continuously focused on partnering with community initiatives, and the opportunity to create a television commercial for Dubai Police on drug abuse was significant for its social relevance, especially to the youth population. Audio-visual campaigns have a strong ability to communicate hard-hitting messages effectively, as is proved by the work of our students. We look forward to working on similar initiatives that also provide a platform for our students to explore their creative talent.”
SAE Institute provides practical training courses, as well as academic degree programmes across 57 schools in 26 countries.