If you can’t figure out what these billboards mean, you’re probably terrible at decoding emoji, and you’re probably not a teenager. But that’s OK, because the new campaign from the Partnership for Drug-Free Kids was designed to communicate with high schoolers, not adults.
Known for its iconic “Your Brain on Drugs” campaign, the Partnership for Drug-Free Kids, formerly the Partnership for a Drug-Free America, this week released its #WeGotYou campaign. It’s the Partnership’s first campaign for Above the Influence since it inherited the initiative from the Office of National Drug Control Policy in March 2014.
Boston-based agency Hill Holliday created the campaign—which includes outdoor, print, cinema and mobile—pro-bono, while Horizon Media secured roughly $8 million worth of outdoor space, including prime real estate in Times Square.
Hill Holliday’s mission was to not only bring some new life to the Above the Influence brand but to connect with teenagers and spark conversations about tricky topics like bullying and drinking without seeming too preachy.
The campaign includes bright yellow billboards filled with strings of emojis. To an untrained, older eye they probably look like nonsense. But to a teenager who speaks fluent emoji, it translates into an important message about dealing with the pressures of being a teen today. The messages aren’t just about smoking or drinking, but also cover topics like body image, bullying and sex.
One billboard, for example, features two Italian flags, a gas pump, some hand signals and letters. Decoded, the message reads, “It feels like everyone’s doing it.”
Through another extension of the campaign, the mobile site wegotyou.life, teens can create and share their own decoded emoji sentences.