Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

Me and my creative partner, Ari Kornblit, came up with this idea for the ONDCP. Instead of focusing on kids who do drugs, we thought why not talk about the ones who don’t—and what they’re choosing to do instead? The stories were endless – of young people heading up fundraisers and charities, community service, tutoring. These were the bright, productive spirits that would become our leaders of tomorrow.

We developed the “If/Then” campaign to show the effect these kids were having on their peers and the rest of the community. The site, www.MyInfluence.com, would serve as an online network, giving positive “Influencers” a place to connect and relate to one another. It would also serve as a real-time database of regional events and activities.

One very cool element that we created was a 3-D matrix (Commonpoint) that mapped the connections within the Influencers’ community and reminded them that they’re a part of a vast and powerful network.