We show an interactive film of a young guy who faced the opportunity to try drugs for the first time and users have to make a choice for him. Commonly users are used to the possibility that any interactive project can be replayed, that they can try all the options. But here if you try once, you can not play back or start over. We used the viewers IP to restrict replays of the video on the website, so if he wants to change the hero’s fate, he gets a message: You had your chance. You can not replay this game.

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.

Drug problem still remains the biggest humanity’s plague. More than 40% of people trying drugs in Russia become permanently addicted. This problem is actively highlighted in mass-media, but most of young people still refer to taking drugs too lightly. "City Without Drugs" Foundation throws all the forces to fight it, but most people continue taking drugs too frivolously, despite the irreversible consequences. We expend our mission not only to fight the consequences, but also aiming to prevent the problem beforehand. We wanted to talk to young audience about the drug problem, but in the same time to find an enticing way to catch their attention, so the message would strike them profoundly. To prevent a huge mistake of millions of people, we have developed a unique interactive film, which can be viewed only once: reday.me