To promote D.A.R.E. we sent William, our spokesperson of the online community to Roland Garros, the famous tennis tournament in Paris. That’s why William showed up with his hair shaven as a tennis ball.

We bought tickets for William to the Belgian and most popular matches, making sure his seat was well in front of a camera. While cameras were focusing on him, people were also activated by his t-shirt, mentioning his MySpace page: I am D.A.R.E. be. On his page he uploaded his adventures and pictures of Roland Garros.