There’s a language commonly used today that is also a complete mystery to many, mostly older, individuals. You guessed it—we’re talking emoji.
If you’re a teenager or young adult, you’ve probably already sent a few texts or tweets today that rely on these itty bitty images to convey how you’re feeling, your perspective on a particular topic, or a shorthand version of a word or concept. And if you’re the Partnership for Drug-Free Kids, you know that using emojis for a billboard campaign is a great way to precisely target and capture the attention of the audience that most needs to hear your message.
This campaign was created by Hill Holliday for the Partnership and demonstrates a brilliant understanding of the target audience. Not only does the campaign series use emojis exclusively to convey different messages, the messages themselves avoid preachiness and harshness—approaches that typically turn off young people.
We all know that imagery is often more effective than words in engaging people. This campaign understand that, in both form and content.