City without Drugs "Try not to try" (2015) 2:00 (Russia)

Here's some sad statistics. More than 40% of people in Russia who try drugs end up permanently addicted. To try and explain this, Red Pepper Agency created an interactive experience called where users were given one choice: Should a guy at a part try drugs for the first time or not. Knowing most people would choose to have the guy try the drugs, Red Pepper capitalized on their morbid curiosity, by taking them through a harrowing experience. When the users to the end, they assumed they could start over and see what would happen if they had chosen not to try drugs. And that's when the message hit: When it comes to trying drugs, there are no replays.
Regarding the experience, 93% of users chose to try drugs in this experience. 54 % of them tried to start over and could not. Overall they had 1.2 million people visit the site in two weeks. Pretty impressive. I hope the message will stick.

Client: City without drugs foundation
Advertising Agency: Red Pepper Agency, Ekaterinburg, Russia/VGNC, Kiev, Ukraine
Agencies websites:
Creative Director: Danil Golovanov, Alexey Sobolev, Misha Koroteev, Nikita Harrisov
Art Director: Ulia Uzkih
Copywriter: Oleksii Sobolev, Misha Koroteev, Danil Golovanov, Ivan Sosnin, Kirill Levashov, Artem Zverev
Director: Misha Koroteev / Oleksii Sobolev
Producer: Anna Soboleva, Darya Rosyk, Sofia Kalinkovitskaya, Katy Bamby
DOP: Artem Vinnik / Evgeny Lekh
CG: Evgeny Lekh
Colorgrading: Olya Korzhinskaya
Digital Production: Dimmi Sidorov
Additional credits: Evgeny Roizman

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