Drugs Set Your Timeline is the first campaign to use Facebook's new timeline as a medium.
Launched by the Israel Anti-Drug Authority, the campaign communicates the hazards of drug abuse in an innovative way.

The Challenge:
Our challenge was to create a fresh conversation on the effects of drug abuse, and to break down the wall of apathy that surrounds our audience regarding anti-drug campaigns.

The Idea:
We opened a new Timeline for a fictional "Adam Barak" and divided it into 2 sections.
Using the split screen layout, Adam shows a year in his life with and without drugs,
demonstrating to our audience what their Timelines are liable to look like if they got addicted.

Results:
Over 1,000,000 Facebook likes
70,000 Tweets
250 Newspaper articles
Dozens of discussions on local
and global TV
But more importantly, we started a worldwide conversation on the effects of drug abuse and broke down the
wall of apathy.

Awards:
One Show Interactive
Cannes Lions
London International Awards
Webby Awards
New York Festivals
Cresta
IAC
Golden Drum
PIAF
Loerie Awards
The Communicator Awards
W3 Awards
Golden Hammer