Consumer Healthcare Products Association

Partnership for Drug-Free Kids

Tribal Worldwide *Lead Agency

Kinney Edwards, Executive Creative Director
Josh McGuire, Associate Creative Director
Brent Goldman, Copywriter
Katie Degentesh, Creative Director
Steve Liu, Director of SEO
Shannon Strange, Project Manager
Stephanie Spero, Business Director
Joseph Bradley, Project Manager

MediaMonks *Lead Agency

Brook Downton, Managing Director
Tim Ruiters, Project Manager

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.