Cannes Lions

ANTI-DRUG EDUCATION

OGILVYINTERACTIVE WORLDWIDE, New York / OFFICE OF NATIONAL DRUG CONTROL POLICY / 2001

Awards:

2 Bronze Cannes Lions
4 Shortlisted Cannes Lions
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Overview

Description

The Divatron is part of a multimedia Positive Consequences campaign for the Office of National Drug Control Policy. Strategically designed to reinforce the choices available to kids who decide not to do drugs, the Divatron unit gives users the chance to create their own digital music sample. After selecting a diva - Chantelle Steele, Destiny Devaras, or Jayde - users pick drums, bass, or vocal tracks, mixing and matching length and frequency. Users see the divas dance to the customised music samples, and can save their tracks upon completion. Anti-drug messaging appears throughout the unit, reminding users to 'respect the old school' and 'don't just imitate, innovate'. Additional messaging asks if users want to 'Create? Innovate? And responds, 'Then drugs can wait!' Divatron is part of a four unit online campaign for ONDCP, and is targeted specifically toward urban youth, girls in particular.

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