It’s been deemed one of the most ineffective ad campaigns in history.

Why? Because it got the attention of kids with its shock value, but then didn’t live up to its hype. It may have done more harm than good.

The message was, if you do drugs this is what will happen to your brain. Six months later a kid tries weed. Nothing happens except he gets high and has fun.

Message disregarded forever, along with every other successive message about the dangers of using drugs. Meanwhile kid moves on to meth and his life spirals out of control.

I think maybe you could apply this to our current situation, especially relative to messaging toward the 16-25yo demographic.