Actors make great zombies, not our youth.
The Addiction Prevention & Recovery Administration (APRA) partnered with Octane to take on the urgent task of creating the nation’s first public awareness campaign to educate youth and their families about synthetic marijuana and the very real dangers associated with using the drug. With input from local DC youth, Octane used multi-media to break through to youth with fresh, innovative messaging—in their language and speak—to capture their and their families’ attention and to build widespread awareness of this serious public health issue facing the city.
Through targeted media buying, earned media, social media interaction, guerrilla marketing, events, promotional/collateral material distribution and other outreach, K2 Zombie DC has fast become one of APRA’s most successful youth campaigns to date. K2 Zombie DC has received extensive local media coverage from local and national media outlets. The website and supporting social media have facilitated a dialogue among DC teens and increased awareness of synthetic marijuana and its effects as evidenced by event participation and social media followers.
Target audience: DC youth ages 11-17
Client: Addiction Prevention & Recovery Administration