Justin Nutall
Copywriter | Content StrategistONDCP
(Office of National Drug Control Policy)
CLIENT: ONDCP ROLE: CopyMEDIA: Digital/Social
"Above The Influence"
The "just say no" people. Though refreshed for the 21st Century. I was lead creative/copywriter on the re-pitch to keep the digital portion of the account (it had been with FCB for 5 years). Rather than reduce the tactics to simplistic - and frankly ineffective - fear mongering, we took a more holistic approach. We came up with an ecosystem strategy employing social media and multiple partnerships to give kids cool tools to express themselves online and beyond. The pitch worked. Fantastically so. Not only did we keep the digital, but we got the whole account including broadcast.
Our first project was a collaboration with DeviantArt that inspired kids to create their own Above The Influence artwork that was then displayed in an online gallery.
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