THE BRIEF
We were asked by the Canadian Centre on Substance Abuse to create awareness around how specific drugs can affect the growing brains of teenagers differently. It was our job to speak their language and arm them with knowledge through an entertaining and engaging game-like experience.
THE IDEA
X-PERIMENT WITH DRUGS
Research Research showed how hard it was to reach this target. So to break through we turned a drug awareness campaign into a satirical interactive game. The idea was to enable kids to experiment with drugs, without really experimenting with drugs. The experience had to be entertaining, interactive and slightly uncomfortable.
Who better to star in this satire than a disembodied eyeball named "Earl." Earl is basically your personal guinea pig and the interactive experience is narrated by an overtly pedantic voice. The "user" (pun intended) can play a series of mini games that teaches them about drugs in a non-preachy way.
Play games like "Toss the Cheesy," "Simon Kinda Says" and everyone's favourite, "Poke the Eye Ball Until It Pukes." The user can feed our little buddy a plethora of drugs to see the affects, and unknowingly be educated on the effects of drug use. Print and digital subway boards were also created to support the campaign.
We were asked by the Canadian Centre on Substance Abuse to create awareness around how specific drugs can affect the growing brains of teenagers differently. It was our job to speak their language and arm them with knowledge through an entertaining and engaging game-like experience.
THE IDEA
X-PERIMENT WITH DRUGS
Research Research showed how hard it was to reach this target. So to break through we turned a drug awareness campaign into a satirical interactive game. The idea was to enable kids to experiment with drugs, without really experimenting with drugs. The experience had to be entertaining, interactive and slightly uncomfortable.
Who better to star in this satire than a disembodied eyeball named "Earl." Earl is basically your personal guinea pig and the interactive experience is narrated by an overtly pedantic voice. The "user" (pun intended) can play a series of mini games that teaches them about drugs in a non-preachy way.
Play games like "Toss the Cheesy," "Simon Kinda Says" and everyone's favourite, "Poke the Eye Ball Until It Pukes." The user can feed our little buddy a plethora of drugs to see the affects, and unknowingly be educated on the effects of drug use. Print and digital subway boards were also created to support the campaign.
The website received critical acclaim, earning a FWA award, while successfully educating youth about drug awareness.
