World's first emoji anti-drug PSA campaign
Evaluations of the National Youth Anti-Drug Media Campaign, have been increasingly sobering: one analysis found that ads had no effect on kids' marijuana use or intentions to use, and may have even increased a desire to smoke pot among some kids.
Being a teen is about gaining self-awareness, yet ultimately they measure themselves against peers.
Esteem is everything for teens. Their happiness is innately tied to feeling part of something bigger like a group. Positive self-esteem comes from being comfortable or know they can recover from mistakes when learning to make choices.
We sought to enable teens' esteem by helping them fight influences honestly.
An ATI campaign that’s purely traditional advertising wouldn’t do enough to help build teen’s esteem nor enable them to rise above the influences. ATI needed evolve into a mindset platform where teens have the tools to feel better about themselves through positive decision-making.
This fundamentally shifted our work beyond TV, activating utility and participation closer to real moments of influence, when teen need help the most. You can't access the campaign on a computer, only mobile.
- Project Roles
- Hill Holliday
- Brand Strategy, Content Strategy, Ethnographic Research, Marketing Strategy, Media Strategy, Social Media Strategy , User Behavior Research
- Advertising, App Design, Branding, Briefs, Mobile Apps, Social Media Content, Social Media Copy
- Project Industries