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
