Since its very beginnings, Facebook has offered its users a unique perspective from which to witness their own lives and the lives of others. This 'Drugs Set Your Timeline' campaign explores the way the recent shift to the Timeline profile increases the chronological strength of one's public posts.
The fictional Adam Barak was given his own page on the social networking website for the purpose of communicating a serious message. The Israel Anti-Drug Authority used this template to depict two possible paths of a single individual, one in which he abuses substances and another in which he keeps clean.
Through a series of photos and status updates, 'Drugs Set Your Timeline' demonstrates how much a happy and healthy person can digress in one year with the introduction of dope.
Parallel Life PSAs
The 'Drugs Set Your Timeline' Campaign Appeals to Impressionable Facebook Users
Trend Themes
1. Timeline Profiles - Exploring the shift to Timeline profiles, there is an opportunity for innovative campaigns that leverage the chronological strength of public posts.
2. Personalized Messaging - Utilizing personalized pages or accounts to communicate serious messages offers a unique approach to engage and educate users.
3. Visual Storytelling - Using photos and status updates to tell a narrative provides a compelling way to convey important messages and capture attention.
Industry Implications
1. Social Media - Innovative campaigns like 'Drugs Set Your Timeline' demonstrate opportunities for using social media platforms to engage, educate, and influence users.
2. Public Health - The Israel Anti-Drug Authority campaign highlights possibilities for the healthcare industry to leverage personalized messaging and visual storytelling to promote healthier choices.
3. Advertising and Marketing - The successful execution of 'Drugs Set Your Timeline' showcases the potential for creative advertising strategies that tap into the emotional power of personal narratives.