OMG! Text messaging gets an important message to teens.

CLIENT:  National Institute on Drug Abuse (NIDA)

PROJECT:  For teens, using non-injection drugs can lead to risky behavior and ultimately HIV. This important connection had not been addressed in public service campaigns until we created the Drugs + HIV > Learn the Link campaign for NIDA. Text messaging is now a ubiquitous behavior among teens, so leveraging this trend was a natural fit. Overall, the results were unprecedented—one of the TV PSAs in this campaign received over 200 million viewer impressions plus an Emmy nomination!