Anti-drugs Campaign: "EFFECTS OF CRACK" Promo / PR Ad by Master Comunicacao

Category: Best Use of Social Media Marketing
Advertiser: BRAZILIAN MINISTRY OF HEALTH
Product/Service: ANTI-DRUG CAMPAIGN
Agency: MASTER COMUNICAÇÃO
Date of First Appearance: Feb 9 2010 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Copywriter: Felippe Motta
Art Director: Eduardo Tavares
Creative Director/Chief Creative Officer: Flavio Waiteman
Creative Director: Victor Afonso
Production: (Gottan Comunicação)
Agency Producer: Thaysa Bono
Media placement: Community Application - Facebook - 09/02/2010

Results and Effectiveness
In less than two months, more than 50,000 users installed the application and spread invitations on their personal network. The initiative received coverage from the press, appearing on several blogs, web sites and newspapers.

Creative Execution
An application called Effects of Crack was created especially for Facebook. The users received an invite to experience the Effects of Crack. Once the application was installed users immediately lost the friends, photos and communities that used to be on their Facebook profile, proving that when crack enters their lives they lose everything.

Insights, Strategy & the Idea
The Brazilian Ministry of Health wanted to reach young middle-class Brazilians who, in the past year, became one of the fastest-growing groups of crack users. In order to speak to this audience using an idea with a limited budget, it went to Facebook to demonstrate what happens when people try crack in the real world.