Share this Post
When given the choice between an article about the consequences of drug use and a listicle of adorable animals, most people will choose the latter. The reasons are understandable: addiction is a harrowing experience that takes emotional, physical, and social tolls. That’s why recovery provider Recovery Brands engaged Fractl to bring more attention to the issues and options facing drug users.
One of the campaigns we executed, Averages Faces of Drug Abuse, focused on the physical and legal implications by combining hundreds of mugshots in a unique way and pairing the visual asset with sentencing information. Comparing the faces of meth, alcohol, and marijuana abusers with the consequences of their addictions proved to be a potent combination:
- Nearly 250 high-authority websites picked up the story
- The content was shared more than 8,900 times
- More than 9,400 domain authority points gained
The success of this campaign hinged on two components: visualizing information that people were familiar with in a new way, and capitalizing on our relationships with high-authority press for dissemination.
Visualizing for Engagement
It’s hardly new news that drug abuse has drastic effects on a person’s appearance, or that the legal penalties can be severe. But by manually plotting facial recognition points and applying the specialized PsychoMorph software to combine 100 mug shots each of men and women convicted of specific drug offences, we created an “average” appearance of each type of drug arrestee.
Comparing the gaunt cheeks of meth addicts to the dark circled eyes of those arrested for DUIs might have been interesting enough, but we added additional visual interest to this piece by using animated gifs to show the actual mugshots we used and the way that each impacted the average face we compiled. This was an important step for engaging Millennial audiences, because as we learned in our study on the emotional triggers that propel viral content, those in the 18-34 age group are less intrigued by static images and more captivated by dynamic content formats.
Building Authority with High Authority Press
Leveraging high-authority press contacts was important for Recovery Brands in order to accomplish their objective of building trust as an authority on drug addiction and treatment. We achieved this by tapping into our study on what publishers want to create assets we knew would fit their interests and formatting parameters. Then we reached out to our extensive network of writers and editors to promote the campaign. With pickups from Yahoo, Huffington Post, Time, Daily Mail, Business Insider, and more than 200 other outlets, Recovery Brands received links back from some of the most respected publishers on the web.
Share this Post