DrinkWise: How to drink properly

This case study explains how DrinkWise, a not-for-profit organisation, used a social media campaign to persuade young Australians to drink more responsibly.

DrinkWise: How to drink properly

Clemenger BBDO MelbourneDrinkWise

Executive summary

Young Australians are the highest at-risk group with alcohol. Their entrenched culture of 'binge drinking' is seen to be just a part of growing up.

Many before had tried to scare them into changing but the message wasn't getting through.

With How To Drink Properly, DrinkWise convinced young Australians that they can still drink and have a good time, but to do so in a classy, sophisticated and more responsible way.

This groundbreaking Social Marketing campaign was endorsed by a cynical target, successfully reframed moderation as an...

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