The Israel Anti-Drug Authority is the first organization I've seen using Facebook Timeline for advertising. IADA set out show what a year of drug use, versus a year of clean living, would love like—using a fictional dude named Adam Barak. McCann Digital Israel put together this neat little concept, which goes far deeper than the usual 60-second anti-drug scare tactics. It's not overly sensationalized, but it could stand to have fewer hot photos on the drug side. Some of them come off as heroin chic, and other shots are downright normal.
