The Ask
Robotripping, or DXM abuse, is the act drinking large amounts of cough syrup in order to get a high from DXM, its active ingredient. Robotripping was on the rise among teenagers. Thousands of teens openly listed it as one of their interests on Facebook. The Partnership for Drug Free Kids asked us to create a campaign that could target this behavior and curb the trend.
The Solve
We knew that the best way to reach teenagers acting out was through their peers. These kids grew up in the world of social media, where you only put forth your best face. In this age, where a finger-wagging anti-drug campaign would get us nowhere. Planting the idea that one's peers think Robotripping is for losers – that got us somewhere.
Our digital media campaign targeted kids on Facebook and YouTube where they were learning and talking about Robotripping. There, we presented them with informative and hard-hitting videos, an interactive Facebook experience and individual stories, all displaying the social and physical harms of DXM abuse.
The Full Interactive Facebook Video Experience