DXM is short for dextromethorphan, an ingredient found in cough medicines. Some teens are abusing DXM (also know as Robotripping) to get high while possibly causing serious damage to their bodies. When taken at high doses, DXM can distort how we perceive sight and sound, and create a feeling of detachment from our environments and ourselves.
Agency Tribal New York has created a new digital campaign and mobile app for the Consumer Healthcare Products Association (CHPA) and the Partnership for Drug-Free Kids called DXM Labworks that targets “fence sitter” teens, ages 14-19, who know of DXM abuse or have friends who abuse it.
They built DXM Labworks to simulate the effects excessive amounts of DXM can have on an individual. The mobile app lets teens engage with the effects of DXM drug use through interactive robots, and allows teens to virtually experience the side effects by creating their own robot that must perform a series of 3 “tasks” while high on DXM. After the robot has either “Failed” or “Failed less” on each task there is a final “boss” task where the user attempts to stop their robot from puking.
Tribal New York
Creative Direction: Kinney Edwards, Josh McGuire
Art Director: Stephanie Spero
Copywriter: Brent Goldman
Producer: Shannon Strange
Production Company: Media Monks