EDM fans going to Electric Zoo in New York City will have to watch a film about the dangers of drugs in order to gain entry. It’s all part of the “Come To Life” micro-campaign.
Electric Zoo organizer Made Event announced the program this morning. Promoting the healthier aspects of dancing ‘til dawn, the program warns fans about illicit drugs, particularly MDMA, aka Molly or ecstasy.
The two- minute film “The Molly” was created, written and produced by “Dexter” creator/writer James Manos, Jr., and his 19-year-old daughter Ellie Manos.
“Ellie represents the target audience and she’s been to EDM concerts and seen the behavior of her peers on Molly,” Manos said. “She was the perfect partner to help me write the spot.
“This is a really interesting and volatile time of life for teens and young adults, and I was up for the challenge of crafting the right tone, manner and overall approach to creating a PSA that would have a net positive influence in their behavior and lives, in an entertaining and authentic way.”
It shouldn’t come as a surprise that Electric Zoo creator Made Event is behind the “Come To Life” campaign. Last year’s EZ ended early when organizers canceled the festival’s last day after two attendees died of apparent drug overdoses.
“Our message to concertgoers is simple: The Electric Zoo experience is exceptional and worth being present for,” Made Event founders Laura De Palma and Mike Bindra said in a joint statement. “Molly can cause you to not only miss the moment, alienate your friends and have an overall adverse and unpleasant experience … but can also make you sick and can even be fatal. Fans will experience how great it is to ‘Come To Life’ at one of our concerts from lights, sounds and crowds.”
Update: The “Come To Life” website has gone live since this posting and can be accessed via this link.