When the Facebook Timeline first came out, the blogosphere predicted that a lot of people would use the fresh layout to get creative. This really comes as to no surprise, because the Timeline's format is very image-oriented. It allows people to bring their profiles to life with the use of images. And sure enough, when the new profile rolled out, people found ways to make the Timeline unique to them by strategically choosing a cover photo and complementing picture. Regular Facebook members now use their timeline to showcase their lives, while marketers on Facebook use it to provide information to their followers. I've actually seen bloggers include their contact info and website in their cover photos.

This time though, the Israel Anti-Drug Authority (IADA) takes Timeline marketing to a whole new level. With the help of McCann Digital Israel, IADA launched a new creative social media campaign against drugs. However, unlike most social media campaigns that only involve blog posts, updates, and tweets, IADA and McCann Digital go a step further by creating an actual Facebook account.

Meet Adam Barak, a fictional man who owns a two-fold Facebook profile. One side of his profile shows Adam's life when he gets addicted to drugs, while the other part of his profile shows a nice and clean life free of addictions.

Junkie Adam's side starts off with a photo of him in a basketball court, with some guys shooting hoops in the background. Instead of playing ball though, Adam's smoking instead. The caption reads, "anyone got shit to burn? im running low..."

On the other hand, sober Adam's side of the Timeline simply shows a photo him in the same court, smiling to the cam, with a caption that says, "Who's up for a game tomorrow?"

The next part of the Timeline shows a photo of Adam's desk.

Adam doing drugs: His desk is pretty gross. There's a mug lying around, a soda can, and a bunch of useless wrappers and loose change. There's also an ashtray filled with cigarette butts.

Sober Adam: This guy has a nice, clean desk, filled with a few charming items: his computer monitor with a photo of him and his girlfriend, a post-it with a note saying "I love you," and a nice pair of sunglasses.

Next up, we get to catch a glimpse of Adam's relationship with his girlfriend (or lack thereof).

Adam doing drugs: Turns out, he doesn't have a girlfriend anymore. Adam is seen standing outside a window, with his ex-girlfriend throwing his clothes out at him.

Sober Adam: On this side of the timeline, Adam and his girl are very happy. It shows a sweet photo of the two, smiling at the camera, with (almost) matching sunglasses and all.

The succeeding parts of the Timeline show things going downhill for the Adam who's doing drugs. He loses his job, aimlessly wanders, and then becomes homeless. The last photo in his part of the timeline shows him lying in the ground with nothing but a trashy blanket to cover him.

On the flip side though, sober Adam is seen living a pleasant and normal life. He eats out, goes to see a movie, and keeps his home.

It's too early to measure the effectiveness of this campaign, but it's no question that it's one of the most creative uses of the Facebook Timeline yet. Kudos to IADA and McCann Digital Israel for cooking up such a great idea.

Be sure to check out Adam's Timeline here, and remember kids: Say NO to drugs!