This Is the Way

Sports offer the best pathway for young individuals to live clear of drug addiction. So, adopting healthy habits keeps them at a distance from bad ones.

As Azercell and the Azerbaijan Judo Federation, we say #ThisIsTheWay and call everyone to live clear of harmful habits. Drugs can destroy lives, whereas judo can transform them for the better.

Our target audience is the young aged 15-34, and our objective is to inspire them to adopt healthy habits — specifically, to engage in judo.

The transformed appearances of former drug users prove the destructive and physical price of drug abuse. We focused on getting impactful results by featuring real photos of past drug users in our key visuals.

Recognizing that music and lyrical messages resonate deeply with people, particularly our target audience, we have collaborated with the famous rap artist Orkhan Zeynalli. Together, we've made a commercial film (music video) that accompanies Orkhan Zeynalli's lyrics. The video and the lyrics highlight the harmful sides of drug addiction and mention our campaign's message, purpose, and objectives.

The video narrates the tale of two friends who choose different paths. Seymur, one of these friends who have been companions since high school, represents the wrong path — drug addiction, while Kenan represents the right path — judo.
In our key visuals and at the end of our video, we invite young individuals to one month of free judo training to develop healthy habits.