Cannes Lions

PUBLIC SERVICE ANNOUNCEMENT

McCANN ERICKSON ISRAEL, Tel Aviv / ISRAEL ANTI-DRUG AUTHORITY / 2012

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Overview

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Credits

Overview

Description

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.The challenge: In recent years, drug abuse in Israel soared, becoming more and more socially accepted and almost normal. The IADA applies various methods to reduce drug use amongst young adults, aged 18-24. In recent years the IADA has encountered an apathetic response to its messages and information on drug use. The target audience felt that it already knows all there is to know about the subject, and has surrounded itself with a 'wall of apathy'.The objective: To create a fresh conversation about the risks and consequences which exist in drug abuse, utilising PR media as a strategic pillar.The challenge:To penetrate the 'wall of apathy' and create a conversation between the formal body and the target audience, an objective which all previous mass media campaigns have failed to achieve.The strategy: To ride the wave of publicity, awareness, buzz and engagement created by the all-expected Timeline launch.The execution: We opened a new Timeline for a fictional 'Adam Barak' 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 got addicted.

Execution

We opened a new Timeline for a fictional 'Adam Barak' 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 got addicted.The original Timeline was taken off by Facebook after 8 days, which made it even more viral, as people started to look for it in search engines.

Outcome

The outcome:• Over 1,000,000 Facebook 'likes'• 70,000 Tweets• 250 Newspaper articles• Dozens of discussions on local and global TV

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