Banner ads drove teens to a Facebook page and web-site, where they could join in the conversation, respond to polls and blogs, explore different outcomes in a series of interactive videos and express their feelings with a customized drawing tool.Visually, the idea was brought to life with continuous line animation and illustration, giving it a consistent look and feel across the campaign.

As a virtual replica of teen’s real lives, Facebook has proved the perfect environment to discuss the issues, and continues to play host to passionate, ongoing debate. Facebook “likes” grew by 2,000 a day in the first two weeks and are now over 53,000, with total interactions having topped five million.The web-site has attracted over 370,000 unique visitors, and the gallery generated by the drawing tool contains over 3,500 powerfully emotive images and is growing daily.