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Emojis Used In New Ad Campaign Against Drugs

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If you’re finding it hard to reach out to your kids and protect them from drugs, try emoji.

emoji anti-drug campaignSome of you might not be familiar with this, but emoji is a icon-based language used in text messages and websites. It has been an effective medium of communication for teenagers, and that’s why the Partnership for Drug-Free Kids believes it’s a good way to reach out to the young generation to talk about drugs.

The campaign is called #WeGotYou, an initiative that makes use of emojis and smileys to communicate with teenagers and display information about drugs. The campaign includes print ads, outdoor billboards, and mobile messages. Its focus on mobile aims to grab the attention of gadget-loving teenagers. “We knew we wanted to be on a peer-to-peer level, so let’s do something in their language,” said Hill Holliday ad agency copywriter Amanda Roberts in a news item.

The mobile ads and bright yellow billboards display emojis that spell out campaign slogans, with the hope that adolescents will get the message. “It’s not about saying drugs are bad. It’s about saying drugs are not for me,” said Partnership for Drug-Free Kids CMO Kristi Rowe. The campaign wants to lead teens away from drugs, not by punishing them but by supporting them despite their drug use in the past.

Part of the campaign is the mobile-only site wegotyou.life, which allows teens to make their own emoji messages. “We want kids to go to the mobile site and interact with the codes and share them with their friends, but also take that next step to change behavior and strike up conversations that they didn’t feel comfortable having in the past,” according to Hill Holliday senior VP Jeff Nowak.

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