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 get addicted.

The IADA applies various methods to reduce drug use among young adults, aged 18-24. In recent years the IADA has encountered an apathetic response to its educative messages and information on drug use. The target audience felt that it already knows all there is to know about the subject, and has surrounded itself with a 'wall of apathy'.This time, we were asked to think differently, and to engage directly and personally with the target audience, in order to penetrate their 'wall of apathy' and create a conversation about the damages caused by drug use.

The immediate effects were unprecedented! In the 8 days before being taken off Facebook, we gained over 1m 'likes' worldwide!More importantly, 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.The minor investment in establishing the Timeline page brought tremendous ROI, triggering numerous conversations regarding the hazards of drug abuse.

This razor-sharp campaign single-handedly tore down the wall of apathy, penetrating into the target audience's social life – the ground zero of drug use.

The BIG idea – to use the Facebook Timeline the same way young adults use it. We understood that with this specific target audience, the medium is the message, and by using media such as the Timeline, we could surprise our target audience, and convey our message in the same manner in which they communicate amongst themselves. Thus creating a relevant, active conversation in the same place where the target audience is already actively interacting.