Above the Influence

Digital

Above the Influence is a teen focused anti-drug campaign which had lost some of its traction over the last few years. Teens were becoming increasingly critical of the campaign, saying that it lacked the voices of real teens. We changed that.

Through a custom hub, we gathered pitch videos, votes, and a winner—Geena. We then worked with Geena to bring her idea to life in the form of the next 30 second video by Above the Influence. The Above the Influence “Made by Me” campaign was well received by teens who were happy to share their ideas and appreciated that we asked them to speak for themselves.

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I designed all the elements of this campaign in a way that made it repeatable by the teens we were reaching out to. They were invited to take part and draw their own versions of the Made by Me lockup, actually making it made by them.