“The Real Cost” campaign required a different approach. The team had to convey an uninspiring concept to teens while working within the creative boundary acceptable by the government’s standard. I partnered with a team of strategists and analysts to identify strategic communication pillars and developed a series of creative messaging based on in-depth audience insights. The release sequence, channel strategy, creatives and flighting were informed by insights and optimized through multivariate testing. The campaign was activated across display, social, OOH, TV. It was one of the first government campaigns that anchored around social media, gaming, and influencers. We developed an influencer network analysis based on eigenvector centrality to predict the effects, measure and guide influencer strategy. “The Real Cost” campaign proved to be effective winning the 2015 Effie award.