New from the Partnership for a Drug-free America, this campaign targeting high school students attempts to speak to them in their own language. What an interesting idea.
The messaging also appears to be kid savvy focusing on individual choice -- "drugs are not for me," and support -- "if you slip up, try again tomorrow."
This one says "I want to fit in, but I don't want to smoke."
In addition to the very colorful billboards -- one in Times Square even -- the campaign includes print, cinema and mobile components. As you might expect, teens are encouraged to create and share their own messages on the mobilesite wegotyou.life. (Richards, 2015)
So what do you think? Will this campaign be successful? Is the use of emojis a good idea or just a gimmick? And what about the message itself -- persuasive or not?
Richards, K. (2015, July 9) You need to Speak Emoji to Understand This Anti-Drug Campaign. adweek.com. Retrieved July 10, 2015, from http://www.adweek.com/news/advertising-branding/you-need-speak-emoji-understand-anti-drug-campaign-165805