This latest campaign from the Partnership for Drug-Free kids has us feeling really old right about now, as we struggle to decode these emoticon based messages. But that's OK, we're assured, because after all, these campaigns are targeted specifically to their teenage audience.
And what better way to communicate with that audience then via a range of graphically engaging emoticons; those instantly recognizable bite-sized images that are all the rage these days (insert emoticons here).
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.
And to us old folk, it's akin to reading hieroglyphics.
"For teens that are having trouble putting into words the issues they are going through, emojis are what they naturally tend to gravitate towards," said Alyssa Fishman, junior art director at Hill Holliday. "It's without a doubt the best way to talk about these difficult situations."
Through another extension of the campaign, the mobile site wegotyou.life, teens can create and share their own decoded emoji sentences.
"We want kids to go to the mobile site and interact with the codes and share them with their friends, but also take that next step to change behavior and strike up conversations that they didn't feel comfortable having in the past," said Jeff Nowak, svp and account director at Hill Holliday.