Phenomena in the wired world relevant to drugs and inspiring web-based projects

New trends in the area of alcohol, tobacco and drug prevention and
control

Vilnius
14
Dec
,
2012

Phenomena in the wired world relevant to
drugs and
inspiring
web
-
based projects


Antti Järventaus

The
many
-
faceted

internet

Infor
-

mation

Entertain
-

ment

Multi
-

media

Mobile

Social
networks

Market
-

place

Service
platform

Technology

…
always

something

new
coming

up
…

Darknet


The New Black
Market

Darknet


•
A
part

of the Internet
unreachable

by

normal

means

•
Started

as a
US
Navy

project

to
create

more

secure

networks

•
Reached

by

special

software
(
Tor),
which

masks

the
identitities

and
locations

of
users
,
administrators

and
servers



totally

anonymous

and
virtually

untraceable

•
Used

for a
number

of
legitimate

purposes

but

also

as a
platform

for
virtual

black

market

–
Drugs
,
arms
,
child

pornography
,
planning

of
crimes

and
terrorist

acts


Silk Road
–

the eBay of drugs

•
Advanced
technological

platform

•
Total
anonymity

and
untraceability

•
Payment

in
Bitcoins
: an
untrackable

peer
-
to
-
peer

”
crypto
-
currency
”, a
digital

economy

outside
law



exchangeable

to
legal

currencies

and
vice

versa

•
D
eals

closed

through

encrypted

emails

•
D
elivery to
caches
,
poste

restante

or

even

to
door

by

mail

•
Market
analysis

(prof
.
Nicolas

Christin
, Q1
-
Q2/2012
)

–
more

than

500
sellers

–
thousands

of
customers

–
monthly

revenue

$
US
1.9
million



$
US
22.8
million

annually


•
ABC7
Newsflash
:
http://youtu.be/_oKVXkH_xIY



Darknet

–

possible

interventions

•
Surveillance

–
information

on
market

development

–
law

enforcement

•
Information

provision

–
Information

on
risks

–
Harm

reduction

interventions

•
Do

you

know

your

national
darknets
?

Tell

the
Story



and
let

your


audience

spread

it

out for
you

Viral

marketing

–

rehabs.com

Fragile

Childhood

-

Monsters

•
More

than

2 100 000
displays

•
http
://youtu.be/XwdUXS94yNk

Gamification


The
Future

of Social
Interaction
?

Gamification

•
The
use

of
game

elements

in
non
-
game

contexts

–
Points
,
p
rogress
,
achievement
,
comparision
,
levels

•
Motivators

–
Ranking, rating,
reputation

•
Advantages

–
Engagement
,
participation
,
commitment
,
learning
,
returns

to
service
,
enjoying

longer

stays

”The
last

decade

was

the
decade

of the social
layer
.
Now
, the
game

layer

is
coming
.”


Seth

Priebtasch
, SCVNGR

World of
Warcraft
,
up

to
12
million

players

Games

and
gamification

Angry

Birds
, mobile,
over

1
bn

downloads

Sports

Tracker

–

gaming

in
real

world

Farmville
, 12
million

daily
users
,
Facebook

foursquare

-

explore

and
share
, mobile

Game

layer

in prevention

Hubu

the
virtual

drug

information

bus

in
Habbo

Hotel

Dream

On,
financial

education

MobiHubu

Alcohol
, mobile
game

General
recommendations

1.
Internet is
not

a magic
bullet

–

use

it

primarily

as a
supporting

means

of intervention.

2.
Reach
your

target

audience

where

they

are
.

3.
Form

partnerships

with
successful

actors
.

4.
Involve

target

group

in
planning
,
content

production

–

and
sharing

it

–

as
well

as
evaluation
.

5.
Competition

for
young

people’s

attention

is
tough


–

whatever

you

do
,
do

it

well
.



Shadow

World,
comic

by

Turbouu

Thank

you
.