Partnership For Drug-Free Kids
How do you turn teens off abusing cough syrup, while not turning them onto Robotripping?
Abuse of cough syrup is on the rise among teenagers, with thousands listing 'Robotripping' as an interest on Facebook. To address this trend effectively, we launched a peer-to-peer social campaign that avoids preachy ads, instead delivering a compelling message through innovative means. We collaborated with the acclaimed directing team Henry and Rel, known for their work on cult films like Catfish and Paranormal Activity, as well as the viral Google ad 'Sophie.' Together, we developed the Sipitup Facebook Connect app, which used Google Street View to create a personalized, immersive Robotrip experience based on the viewer’s Facebook profile and physical location. Importantly, the app respects user privacy by not storing any information or posting on the viewer’s behalf.
A teen wakes up, shaky, disoriented, covered in blood and vomit. The last thing he remembers is slamming a bottle of DXM cough syrup (robo-tripping) in a pre-party binge. An urgent text message sends him to his Facebook page, where the night’s carnage plays out across his timeline – photos of puke-splattered cars and toilets framed by appalled comments from assorted friends. Bits of the wild night return to the teen in fragmented memories: stumbling, puking, and the angry reactions of his peers.
As if the immersive Facebook experience wasn't scary enough, the work included real testimonials from former addicts.
The accompanying DXMStories.com site contains resources for anyone battling addiction as well as for the people who love them.
Results exceeded all client expectations raising social disapproval of DXM abuse through the roof amongst teens most at risk.
