We opened a new Facebook Timeline for a fictional "Adam Barak" and divided it into 2 sections.Using the split screen layout, Adam shows a year in his life with and without drugs, demonstrating to our audience what their Timelines are liable to look like if they got addicted.

The pinpointed media strategy resulted in great communicational effect. In the 8 days before being taken off Facebook, we gained over 1,000,000 'likes'!This razor-sharp campaign single-handedly tore down the wall of apathy, penetrating into the target audience social life – the ground zero of drug use.The media strategy – focusing on Facebook's timeline – generated strong consumer response without even leaving the social platform.

We recorded hundreds of thousands of alert, brave conversations in social networks among the Israeli audience, sharing the page and talking about the ugly truth that lies underneath the somewhat fashionable drug scene.