We are used to the possibility that any 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. We used the viewers IP to restrict replay’s of the video on the website, so if he wants to change the hero’s fate, he gets the sobering message: this game cannot be replayed, because just like in real life: when drugs take over, there might not be a 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.

More than 40% of people trying drugs in Russia become permanently addicted. Today we have more than 8 500 000 of drug addicted people - more than population of some countries. This problem is actively highlighted in mass-media, but most of young people still refer to taking drugs too lightly. But the problem is that even one bad choice can lead to irreversible damage! So, we took this insight and shaped it into innovative media solution: we created the ReDay.me site - the first Interactive Project that you can not replay - like in the real life.