WeeWorld is an online virtual world where people can create “mini-Wees” that interact with each other in contrived, internet-generated environments. About 36 million people, most of them teenagers, have registered with WeeWorld, and the Partnership for a Drug-Free America is now using the site to reach teens.

“The centerpiece of the campaign was an actual young adult named JT who is in recovery from substance abuse and addiction. Through his custom-designed WeeMee, home page and room, JT visually interacted with a growing base of over 20,000 teen friends, posted messages and shared weekly scenarios drawn from CheckYourself.com.” [Source: PR Newswire]

The online character also shared drug use prevention videos from the wreckED program – an educational campaign also created by the Partnership. Over 200,000 items have been downloaded from JT’s homepage, including skateboards, TVs and posters. The virtual items are downloaded by other users whose Wee characters wear or display them in a show of support.

Labels: awareness, internet, social_system

Posted By: Stefanie Hamilton