Rock in Rio is the world’s greatest music festival. Since 1985 brought together almost 6m people in 9 editions, watched by more than 200 countries through TV and the internet. Due to the relevance of the festival, and on the eve of its latest edition, Brazilian Ministry of Health requested a campaign against drugs, a delicate subject for a Rock 'n' Roll festival.

The main platform for the campaign was the website “Sex, ___ & Rock’n’Roll”, where visitors could easily create concept arts of their own sacred combo by entering a term in an empty field. The tool searched then for related images on Flickr and generated a customisable mosaic. The resulting image might be saved as wallpaper or shared on social networks. Several articles on the subject and chats with medical authorities were also available on the website.

The campaign was aired in the country’s main news on TV with a video clip, where artists sang the campaign’s music theme and wore T-shirts with their own expressions. Rock in Rio’s social networks stimulated the discussion among their followers and several blogs posted images from the website. A promotional effort was also made under the prize of tickets for the festival, where participants had to explain why life is better without drugs.

More than 100 thousands comments were published on Facebook along the debate, impacting a total of 15.975.000 people on social networks. Versions of its theme song appeared in YouTube, including a well produced parody from a famous humour channel. And the earned media reached US$5,700,000.

In just one month, the site had over 700,000 hits. 52% of people visited more than once and the average visit time was over 6 minutes. More than 213,000 unique arts were generated and 68% were shared. And the most important: only 4% of the users tried to input drug related terms.