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.

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.