Drug problem still remains the biggest plague of humanity. "City Without Drugs" Foundation throws all the forces to fight with it in Russia, but most people continue taking drugs too frivolously, despite the irreversible consequences. The objective was to explain people that even one bad choice can lead to irreversible damage.

We decided to make a social experiment and give people an opportunity to make a fatal mistake online instead of in real life. We found the innovative digital solution and created ReDay.me - the First Interactive Project that you cannot replay. We show a story of a young guy who faces the opportunity to try drugs for the first time and users have to make a choice for him. Most of them take drugs, because they want to see what happens next, which is exactly what happens in real life. Our strategy was to create a targeted online communication with the audience-at-risk - active social media and Internet users 18-35 years old, and show them the worst ending. We forecasted that the number of people who choose drugs would be close to 100%. For them the real surprise was that there were no chance of replaying the "game". So, the simple idea of blocking users by IP become a basis of the big national PR campaign.

We are used to the possibility that any online game can be replayed, that we can try all the options. Our project starts with a simple choice to either try the drugs or refuse the proposition. Obviously most the viewers take the drugs, because they want to see what happens next, which is exactly what happens in real life. After that, the hero’s destiny is settled, he will suffer, and the viewers won’t be able to turn the story back or start over, effecting only the amount of struggle before the bitter end. We used the viewers IP to restrict replay’s of the video on the website, so in the end of the video when the viewer is asked if he wants to start over, he gets the message: this game cannot be replayed, because just like in real life: when drugs take over, there is no second chance.

We got more than 1,200,000 user-experience contacts in the first two weeks without any media budget.

As we expected, 93% of users chose to try drugs online, 54% of them tried to start over and could not.

Besides, we got more than15000 posts in social media and 215 publications in mass media.

And we believe that the more people choose to take drugs online, the less will make this mistake in real life.

But the most important, that we delivered a strong direct message which is clear to any person at-risk: Try not to Try. Even once is too much.