NSW Government: Winning the war against alcohol-fuelled violence

This case study describes a campaign targeting men aged 18-30 by the New South Wales government in Australia, which sought to change social norms and reduce alcohol intake.

NSW Government: Winning the war against alcohol-fuelled violence

J. Walter Thompson SydneyNSW Government

Executive summary

It takes many battles to win a war. The lock out – a reduction in drinking hours – had made some impact. But the number of alcohol-fuelled assaults was still unacceptably high. Our brief was to create voluntary moderation – through attitude and behavior change. A monumental challenge. The solution was informed by behavioural economics and combined attitudinal & behavioural levers.

The results were as dramatic as the campaign imagery - driving a significant change in the unacceptability of alcohol related violence, acceptance of...

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