| Title | TRY NOT TO TRY |
| Brand | CITY WITHOUT DRUGS FOUNDATION |
| Product/Service | ANTI-DRUG SOCIAL CAMPAIGN |
| Category |
E02. Interactive Video |
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Entrant Company
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RED PEPPER Ekaterinburg, RUSSIA
|
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Advertising Agency
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RED PEPPER Ekaterinburg, RUSSIA
|
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Media Agency
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RED PEPPER Ekaterinburg, RUSSIA
|
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Production Company
|
VGNC New York, USA
|
Credits
| Danil Golovanov |
Red Pepper |
Main Pepper |
| Yulia Uzkih |
Red Pepper |
Art Di |
| Evgeny Kharchenko |
Red Pepper |
Production Manager |
| Katy Bamby |
Red Pepper |
Producer |
| Alexy Sobolev |
Vgnc |
Creative Director |
| Mika Koroteev |
Vgnc |
Director |
| Anna Soboleva |
Vgnc |
Producer |
Creative Execution
Our project is interactive website, where you choose for a hero to try drugs or refuse. Obviously most of viewers take drugs, interested is what happens next, which is exactly what happens in real life. After that, viewers won't be able to turn back or start over. We are used to the possibility that any online game can be replayed. But in our project we used the viewers IP to restrict replays of video, so in the end when viewer is asked if he wants to start over, he gets the message: 'This game cannot be replayed. There is no second chance, when drugs take over'.
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.
More than 40% of people trying drugs in Russia become permanently addicted. Today we have more than 8 500 000 of drug addicted people - more than population of some countries. This problem is actively highlighted in mass-media, but most of young people still refer to taking drugs too lightly. But the problem is that even one bad choice can lead to irreversible damage! So, we took this insight and shaped it into innovative media solution: we created the ReDay.me site - the first Interactive Project that you can not replay - like in the real life.