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DOSE

People under 30 rarely read newspapers. They feel they're dull and don't speak to their age group. Research found they like free tidbits from the Net and view ads as another form of content.

Enter Dose, a free daily aimed at 18-30s. Owner CanWest Global wanted hip and fun so they got Rethink involved right away. The agency helped develop the brand's name, content, and even the layout prototypes.

The paper and site focused on short stories, a simple layout, and an emphasis on lifestyle and entertainment features. To get this across, Rethink's ad campaign was all about attitude, irreverence and fun and used TV, wild postings and transit shelters.

Dose aims to be Canada's leading youth media brand, and the first phase of the campaign has been a hit. Pick-up rates have topped 90% in Toronto while the campaign has been honoured by Applied Arts and the Extra Awards. One of the TV spots was named "Spot of the Day" on AdCritic.com in August.

PRINT

Dose Box	Dose Paper
Dose TSA 1	Dose TSA 2
Dose TSA 3	Dose TSA 4
Dose Web

TELEVISION

This Is A Teaser	Slightly Less Boring
A Point	Mantra
Price	Dilemma B
Drug Reference	10 Words
Elightest