Kent Gade, Director - Elks National Drug Awareness Program

 

 

ELKS Drug Awareness Program and the DEA partners with SMOSH, a widely popular digital comedy youth-targeted site for a  powerful & emotionally driven campaign to bring awareness to the long-term effects of drugs through the organization's very first digital and social anti-drug campaign.

WHAT: New brand campaign features the SMOSH casthighlighting the devastating physical effect of drugs through a compelling video that transforms each of them in different ways and poses the question

"What Wouldn't You Give Up to Drugs?"

Content Breakdown:

  • Celebrity make-up artists depict the physical effects of various opioids and prescription drugs on young SMOSH talent, where each person is assigned to a drug without having any knowledge of the drug name or side effects
  • Video content captures the before and after, and reactions of each person as they see themselves for the first time with the shocking effects each drug has done to their face, hair, teeth and eyes
  • The SMOSH cast members are then brought together to react to one another's transformations, guess which drug was assigned to each of them and talk about what they would not give up for drugs; Viewers will see the very real emotional reaction these huge influencers have when they contemplate not only the physical transformation but what other frightful consequences this alternate version of them would face!

WHEN:

Campaign launched on October 3, 2017

WHERE:The 13 minute video launched on SMOSH's hugely popular SMOSH Pit YouTube channel, along with additional content running on SMOSH's Twitter & Instagram pages -  with a call to action asking young adults and parents to show us what they love and would never want to lose to drugs using the hashtags:

#ELKSDAP #whatyoulove

YouTube: https://www.youtube.com/watch?v=U47PEdOhDbo

Twitter: https://twitter.com/smosh/status/915297923994312704

Instagram: https://www.instagram.com/p/BZzDxXmHhWH/?hl=en&taken-by=smosh