Israel Anti-Drug Authority Digital Drugs Set Your Timeline, 1 by McCann Tel Aviv

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Drugs Set Your Timeline, 1

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Industry Against Drugs
Media Digital, Interactive & Mobile
Market Israel
Agency McCann Tel Aviv
Art Director Nir Hersztadt
Copywriter Daniel Barak Interlude
Released May 2012

Awards

London International Awards 2012
Digital Use of Social Media Bronze Winner

Credits & Description

Entrant: McCann Digital, Tel Aviv
Israel Anti-Drug Authority - "Drugs Set Your Timeline"
Visit Website: http://www.mdigital.co.il/awards/
Corporate Name of Client: Israel Anti-Drug Authority
Agency Account Director: Shibolet Alkobi
Agency: McCann Digital, Tel aviv
Chief Creative Officer: Nir Refuah
Copywriter: Daniel Barak
Art Director: Nir Hersztadt
Description of the Project
The Israel Anti-Drug Authority is facing a serious crisis. 1 in every 20 young adults succumbs to drug abuse and is considered an addict. Our challenge was to prevent the use of hard drugs 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 worldwide 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.