You Need to Speak Emoji to Understand This Anti-Drug Campaign

Partnership talks to high schoolers in their language

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If you can't figure what these billboards mean, you're probably terrible at decoding emoji, and you're probably not a teenager. But that's OK, because the new campaign from the Partnership for Drug-Free Kids was designed to communicate with high schoolers, not adults. 

Known for its iconic "Your Brain on Drugs" campaign, the Partnership for Drug-Free Kids, formerly the Partnership for a Drug-Free America, this week released its #WeGotYou campaign. It's the Partnership's first campaign for Above the Influence since it inherited the initiative from the Office of National Drug Control Policy in March 2014. 


Boston-based agency Hill Holliday created the campaign—which includes outdoor, print, cinema and mobile—pro-bono, while Horizon Media secured roughly $8 million worth of outdoor space, including prime real estate in Times Square.

Hill Holliday's mission was to not only bring some new life to the Above the Influence brand but to connect with teenagers and spark conversations about...



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