Israel Anti-Drug Authority Digital, Viral Drugs Set Your Timeline, 2 by McCann Tel Aviv

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Drugs Set Your Timeline, 2

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Industry Against Drugs
Media Digital, Interactive & Mobile, Viral
Market Israel
Agency McCann Tel Aviv
Released June 2012


Epica Awards 2012
Interactive Public Interest Interactive Silver

Credits & Description

Agency (city): Mccann Digital
Creative Director(s): Nir Refuah
Copywriter(s): Daniel Barak
Art Director(s): Nir Hersztadt
Photographer(s): Guli Cohen
Agency Producer(s): Inbal Fanan
Short explanation
Drugs Set Your Timeline is the first campaign to use
Facebook's new timeline as a medium. Launched by the
Israel Anti-Drug Authority, the campaign communicates
the hazards of drug abuse in an innovative way.
קייס טיימליין סמים
The Brief:
In 2011 The Israel Anti-Drug Authority (IADA) identified a rise in drug users between the ages of 18-24. It was reported that 1 in 20 young adults can be characterized as a regular drug user and as an addict. The IADA is a governmental body, with a relatively small advertising budget. In recent years, it has invested most of its efforts in an early-preventions strategy: Attempting to prevent drug use, and first time drug experiments amongst teenagers. Lately, it recognized that there is an increase in the drug experiments and usage amongst young adults who have just completed their mandatory military service. The IADA decided to focus on this specific group for their campaign.
Several research studies, surveys, interviews and focus groups were conducted in order to characterize the target audience accurately. The goal was to create an effective campaign which would be able to penetrate the "wall of apathy" which is known to surround this target audience.
Analyzing the media exposure data revealed that over 94% of Israeli young adults use online social networks, spending over 11 hours per month on social websites (The most in the world, and two times the global average). The most popular social media used is Facebook, with over 90% penetration. On the other hand, this audience is hardly exposed to traditional media such as TV and Radio.
Our challenge was to prevent the use of drugs such as Crystal Meth, Heroin and Ketamine among individuals in our target audience between the ages of 18 and 24.
The Solution:
We were contemplating how to reach this young audience in its own territory,
when the opportunity presented itself– Facebook introduced Timeline, a new way of telling your life story in chronological order, a true autobiography.
We introduced Adam Barak to the world.
We opened a new Timeline and divided it into 2 sections.
Using the split-screen layout, Adam shows a year in his life with and without drugs,
Demonstrating to our audience what their timelines are liable to look like if they abuse drugs.
The Results:
Major TV stations, Newspapers and blogs in over 50 countries covered Adam Barak's Timeline.
We tracked hundreds of thousands of Tweets, Shares and Likes on facebook and tweeter.
But more importantly, we started an international conversation on the effects of drug abuse.