The folks at McCann Erickson Tel Aviv found another creative use for Facebook’s new timeline profile, with a helpful message, to boot.

Its McCann Digital branch used the timeline profile of fictional Facebook user Adam Barak to caution against drug use by featuring him under the influence in one timeline column and clean in the other.

The Israel Anti-Drug Authority commissioned the project by the Israeli branch of the agency.

Readers: Can you think of other effective ways that Facebook’s timeline profile can be used to communicate a message?