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Agency Network: 
Published/Aired: 
June 2010

Description

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.

Digital advertisement created by Saatchi & Saatchi, South Africa for Chabad Addiction Rehabilitation Centre, within the category: Public Interest, NGO.

Caption

The CARE centre - the place to turn to in any time of need.

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Paloma's picture

really like it, but I'm not completely sure about using FB to finish the game

Paloma
Activity Score 531
kurtberengeiger's picture

Although I appreciate the general story-telling concept, it seems that 500 virtual "friends" is a very limited reach for any real impact...

kurtberengeiger
Activity Score 7330
Copywriter
Hiperion's picture

kgeiger:
If she had had many friends had not been credible.

What I do not like is that the model is recorded vomiting or taking cocaine. Nobody would.

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
cef's picture

Yes i think you are right...

cef
Activity Score 547
Copywriter
Corbeen's picture

when u see this video it makes u think that the public they are addressing exists only for their project. and scientology center? baaah
bad try

Corbeen
Activity Score 1095
dude1014's picture

somebody ells posted the video of her puking and doing coke, isn't ?

dude1014
Activity Score 9
Art Director at Saatchi & Saatchi
Guest's picture

i like it, i think its a great way to reach people

Guest
Guest's picture

Great concept!!! Well done.

Guest
s1bs's picture

Well done, this is great.

s1bs
Activity Score 397
Art Director at Saatchi &Saatchi, Cape Town
Wordnerd's picture

great idea to use fb as a new media to tell stories. but i'm pretty sure these guys had a reason not to show the reactions of the friends after coming clear.
yes, they delivered the message but i'd be so pissed off if i was fooled by something like this. careful with exploiting the trust of people in this manner.

this is going too far for just promoting a rehab center.

Wordnerd
Activity Score 6692
Copywriter
clayology com's picture

its a nice way of promoting the rehab centre..but i feel like saying..'good for you!'..it did not appeal to me nor i would desperately want any of the addicts i know to be a part of it..taking real life examples could have actually served the purpose...!!

clayology com
Activity Score 245
Producer/Director at India |

Ads u create needs Attention!! http://www.claycardstudio.com

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