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 Our challenge was to create a fresh
conversation on the effects of drug abuse,
and to break down the wall of apathy
that surrounds our audience regarding
anti-drug campaigns.

The Idea 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.

Results

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

But more importantly, we started
a worldwide conversation on the effects
of drug abuse and broke down the
wall of apathy.