This idea used a pre-existing persona on Facebook called Vivienne Stevenson. Vivienne, a popular model with over 500 friends describes over the course of days, a photoshoot with an unknown ad agency. The shoot becomes Vivienne's first exposure to drugs thanks to the ad agency people. Over the following days conservative Vivienne gradually starts escalating her involvement with drugs, through photos and her status updates she picks up a new boyfriend and other dodgy looking people. Concern from her family grows and grows as we see her sink further and deeper into this drug world. Eventually at the height of the drug frenzy we revealed that Vivienne was in fact doing this to highlight the seriousness of drugs and to promote the work done by the Chabad Drug Rehabilitation Centre. What's more Vivienne's story was fictitious. She was at no point in any danger. The campaign generated huge awareness amongst Facebookers and helped create much more publicity for the Rehab Centre.
This professional campaign titled 'The CARE centre' was published in South Africa in June, 2010. It was created for the brand: Chabad Addiction Rehabilitation Centre, by ad agency: Saatchi & Saatchi. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 12 years ago.
Advertising Agency: Saatchi & Saatchi, Johannesburg, South Africa
Creative Director: Adam Wittert
Art Directors: Marais Janse Van Rensburg, Keshia Meyerson
Copywriter: Dhasagan Pillay