DrinkWise Australia: How to drink properly

This case study describes how DrinkWise, a not-for-profit organisation in Australia, created a campaign with a permissive attitude to encourage young people to drink less.

DrinkWise Australia: How to drink properly

Campaign details

Agency: Clemenger BBDO / GALKAL Research / Quantum ResearchBrand: DrinkWiseAdvertiser: DrinkWise Australia

Summary

Young Australians get drunk. Really drunk.

In fact, drinking yourself stupid is seen as part of growing up.

And now 18 - 24 year olds are amongst the worst offenders of a $14.5billion societal problem.

We worked with DrinkWise, a not-for-profit organisation, to influence young Australians to moderate their drinking.

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

We quickly learnt why. Telling them to...

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