ABOVE THE INFLUENCE #WEGOTYOU

Teens hate talking about whatever they’re going through 🙄. So we offered up another language they’re fluent in to get them talking about the tough stuff: emojis. ❤️‍🩹

Since teens are chronically online, we built a mobile-only experience that exclusively used emojis to encourage teens to speak up about their problems. Once they began 🗣️ their emojicoded problems on the site, we handed over the 🎤 by updating our campaign to feature the real issues they shared. The campaign, which relied on donated ad-space, saw a substantial increase in media coverage and audience interactions. ATI’s site traffic increased by 516%+, their organic search rate climbed 35%+, and they gained 20,000+ new friends on Facebook and 15%+ new followers on Instagram.

PRESS
Washington Post - A new anti drug campaign has a wild idea to stop kids from drinking and doing drugs
Adweek - You need to speak emoji to understand this campaign
Vogue - Can you guess what this emoji-only add is trying to say?
Bustle - These Emojis Have An Important Message
Today - Is this our brain on drugs? Take a look at these emoji-filled anti-drug ads
Huffpost - New emoji campaign thinks emojis will finally get teens to listen

RECOGNITION
Clio Gold x2
Clio Bronze
New England Hatch Awards x4
Webby Shortlist
IAB MIXX Shortlist

We integrated shareable images, designed quotes, and GIFs so teens could continue the conversation in their own social feed.

CCO . . . . . . . . . . . . . . LANCE JENSEN
ECD AD . . . . . . . . . . . . . . . . KEVIN DALEY
GCD CW . . . . . . . . . . . . . . . RICK McHUGH
SR CW . . . . . . . . . . AMANDA ROBERTS
SR AD . . . . . . . . . . . . ALYSSA FISHMAN