Israel Uses Facebook Timeline to Show an Addict's Descent

The Israel Anti-Drug Authority is the first organization I've seen using Facebook Timeline for advertising. (Since most brand pages can't get Timeline yet, that's not too surprising.) IADA set out show what a year of drug use, versus a year of clean living, would look like—using a fictional dude named Adam Barak. McCann Digital Israel put together this neat little concept, which goes far deeper than the usual 60-second anti-drug scare tactics. It's not overly sensationalized, but it could stand to have fewer hot photos on the drug side.