Brief:The objective of the National Youth Anti-Drug Media Campaign is to reduce drug andmarijuana use amongst teens. In 2005, a new brand/philosophy was launched - “Above the Influence”.

Above the Influence de-glamourises marijuana by positioning it as one of many negative influences, which when “under” them make you less than you.

Interactive is core to the campaign because it reinforces the offline message and allows teens to engage - bringing the message to life.

Target Audience: Teens, particularly 14 -16 year olds