Emojis to stop teen drinking and drugs Favorite 


Jul 16 2015



The Partnership for Drug-Free Kids, a national nonprofit dedicated to reducing substance abuse among adolescents, launched a new multimedia campaign for teens that uses emojis to communicate the challenges of negative influences, empowering them to live Above the Influence.

The initiative titled #WeGotYou consists of an integrated campaign written in emojis and anchored in a mobile experience. Individual emoji sentences in each of the ads act as cryptic messages, encouraging teens to “crack the code” via the unique URL featured at the end of each ad.

“The entire campaign was born out of a very simple idea: speak to teens in their language. It just so happened that language was emojis. Linguistically they were the perfect fit for our audience – emojis are today’s teen slang. The fact that our emoji messages effectively act as codes allowed us to target our communication to a very specific audience, while engaging them in an ongoing conversation,” said Amanda Roberts, Copywriter for Hill Holliday.

Teens are provided thought-provoking facts, empowering messages, as well as the ability to submit their own emoji sentences to be posted to the site. Shareable assets embedded within the site (GIFs) allow teens to share the experiences with friends in a very natural way, making use of a native medium of communication.

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