Consumer Healthcare Products Association and Partnership for Drug-Free Kids warn American teens of the dangers of drug abuse using interactive mobile app
The Consumer Healthcare products Association (CHPA) and the Partnership for Drug-Free Kids has joined forces with Tribal New York to create a new digital campaign and mobile app warning teenagers of the dangers of abusing over-the-counter cough medication.
The ‘DXM Labworks’ activity is aimed at ‘fence sitter’ American teens aged 14-19 who know of DXM (found in over-the-counter cough medicine) abuse or have friends who are abusers.
The mobile app enables teens to engage with the effects of DXM drug use through interactive robots, and allows them to virtually experience the side effects by creating their own robot that must perform a series of tasks whilst high on DXM.
The campaign hopes to show teenagers the negative effects and consequences of DXM abuse by highlighting the side effects of the drug and the social disapproval that comes with it.
Banners, an interactive trailer, video ads and a new website have all been created by Tribal New York in support of the mobile app.
The campaign is the first to be completed by Tribal New York for CHPA.