Czech Insurance Association: Adikts series

Prevention Campaign That Topped Netflix

In the Czech Republic, more than half of young people perceive recreational drug use as low risk — yet getting behind the wheel under the influence often ends fatally. Traditional authority-led prevention wasn’t working, so together with the Czech Association of Insurance we turned to culture. Under the Shortcuts campaign, we created Adikts — a Netflix-format drama series.

The six-part story follows a group of addictology students who experiment with drugs as a way to ease their fears. But the high never wears off. Through this metaphor, the series highlighted how drug effects may fade, but the consequences can be permanent — including fatal car accidents.

Adikts premiered in prime time on Czech National TV and launched on Netflix, instantly becoming a cultural phenomenon. It trended on social media, dominated national media coverage, and sparked conversations among young people and parents alike. By using empathy instead of authority, the campaign shifted perceptions of drug use and contributed to a 36% reduction in drug-driving accidents.

The project was developed together with branded entretainment partner RENEGÃDZ and PR partner Hero & Outlaw.

Find out more about the Shortcuts campaign: drogyjsouzkratky.cz