Online Youth Networking Concept – Office of National Drug Control Policy
Senior Copywriter & Concept Developer
DRAFTFCB | New York
While working with the Office of National Drug Control, my creative partner Ari Kornblit and I were asked to come up with a new approach to reaching kids and encouraging them to stay away from drugs. Instead of focusing on the kids who were doing these substances, we thought why not talk about the ones who weren’t? What they’re choosing to do instead?
The stories we came across were seemingly endless, and deeply inspiring—of young people heading up community fundraisers and charities, community service leaders, volunteer tutors. 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.