Recognized By: Bronze: The Effie Awards, The Webby Awards — Corporate Social Responsibility Honoree, FWA Mobile Of The Day, Mashable, CNET, AgencySpy, The Drum, PocketMeta, Little Black Book and Marketing Land
The Problem: About 3% of teens are considering robotripping — abusing over-the-counter cough medicine containing DXM.
Insight: The other 97% of teens don't think abusing DXM is cool.
Idea: Reject traditional anti-drug scare tactics and speak to teens on their level. Go where teens are —mobile — to show the side effects and social disapproval associated with DXM abuse by allowing teens to see both without having to try it themselves. Welcome to DXM Labworks.
Over 67,000 downloads in the first three months, surpassing our original goal by 557%
Over 1.3 million experiments completed
Average gameplay of over 7 minutes/session