Small Budgets - Services

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).

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2016 BRONZE

DXM Labworks: Test Drive a Dextrobot

Across the US, 5% of teens are robotripping, taking excessive amounts of cough-suppressants to get high. Not only is this dangerous, its also a gateway to more serious drugs. For manufacturers, this abuse leads to more FDA regulations. To reduce abuse, we identified teens considering robotripping (fence-sitters) using online behavior research and served them a mobile experience. This mobile game lets them test drive a Dextrobot high on DXM and experience negative effects of abuse without ingesting it. In the video game these Dextrobots face physical side effects and social stigma teens face in the real world. This mobile experience led to a 50% drop in abuse consideration and 75% recall of these effects proving successful message resonance.

Brand: Consumer Healthcare Products Association
Client: Consumer Healthcare Products Association
Agency: Tribal Worldwide
Language: English