When Facebook’s Timeline feature started rolling out worldwide, it was inevitable that we’d see people playing with the format creatively. The first example we’ve seen is this anti-drugs campaign promoting the Israel Anti-Drug Authority.

Using the Timeline of a fictional ‘Adam Barak’, this campaign compares photos of a year with drugs versus a year without.

Developed by agency McCann Digital Israel, this isn’t the most complex example of social media-based campaigning that we’ve seen, but it is certainly an eyecatching use of a feature many people are only just starting to get to grips with.

Timeline isn’t available for brands to utilise via Facebook Pages, meaning that this is a standard user profile and thus, presumably, technically a violation of the company’s rules against fake profiles. However, as a work of marketing creativity, it’s definitely noteworthy.

➤ Antidrugs Timeline

fb drugstimeline Facebook Timeline cleverly used to promote an anti drugs message