An application called Effects of Crack was created especially for Facebook. The users received an invite to experience the Effects of Crack. Once the application was installed users immediately lost the friends, photos and communities that used to be on their Facebook profile, proving that when crack enters their lives they lose everything.

In less than two months, more than 50,000 users installed the application and spread invitations on their personal network. The initiative received coverage from the press, appearing on several blogs, web sites and newspapers.