The Israel Anti-Drug Authority is facing a serious crisis. One 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.

Launch the campaign
Published
October 2012
Topics

The Story

The Israel Anti-Drug Authority is facing a serious crisis. One 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.

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 two 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 Technology

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 Twitter. But more importantly, we started an international conversation on the effects of drug abuse.

200

total hours spent on this project

300

total hours of missed sleep

5

team members working on this project

Launch Date Jan. 4, 2012