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...