M(Y)DMA is positive framing campaign targeted at youth groups (19-25 or up), which seeks to highlight and convey the importance of clubbing and how it is integral to our personal growth and development of identity. The inception of the M(Y)DMA brand was borne out of an unconventional hypothesis, one which sought to prove that substances such as MDMA or Ecstasy (which are often used frequently by club-goers) are theoretically less harmful than Alcohol and other illicit substances. This hypothesis would form the very fundamental basis of the brand. M(Y)DMA sought to discover practical examples to prove this hypothesis and through intensive research and investigation, intriguing and exciting results confirmed the initial idea about a “drug-fueled utopian night-time society and sub-culture” being a form of resistance to the 24-hour consumer culture. M(Y)DMA reflects a commitment and an idealized view of the club-scene, it seeks to share these theories through a series of positive framing messages; the results a series of kinetic posters which intend to provoke conversations and allow society to make it’s own informed decisions. To see the sub-culture of clubbing as more than just a form of self induced hedonism. A healthy night-time sub-culture can contribute millions to an economy, sustains and creates employment opportunities, provides a vital tonic to societal pressures as well as promotes tolerance, acceptance and community as well through the procurement of dance, music.

The M(Y)DMA brand builds its ethos around these values and through these ideals aims to promote messages of community, tolerance and acceptance through the procurement of clubbing. It aims to encourage active participation in a sustainable, healthy night-time economy. The loss of the scene will have a negative impact on society and further emphasize a world-view in crisis. So despite the negative reputation of recreational drug use and the bastions of conservatism, it is not the guy in the club dancing his heart out I need to convince, It is the minds of those who are uninformed and perhaps never thought to look at the club scene as anything more than a misguided attempt to escape, a sub-culture of pleasure and rebellion as opposed to societal participation, political awareness and a promise of tolerance, peace, and acceptance. The posters produced emphasize the importance that this sub-culture has played in the development and construction of identity and personality.