NSW Government: Violence is never the answer

This Australian local government campaign aimed to reduce alcohol-fuelled violence with a creative approach informed by behavioural economics.

NSW Government: Violence is never the answer

Angela MorrisJWT Sydney

Violence is never the answer…

Alcohol fuelled violence has long been an issue for society. Several high profile alcohol related violent incidents in NSW over the last 2 years accelerated concern and debate. In January 2014 the NSW Government announced a package of measures to address the issue. Included in these was our brief for a major community awareness campaign depicting the social unacceptability of alcohol fuelled violence. The campaign objectives were to contribute to positive changes in attitude associated with excessive drinking and violence and promote responsible behaviour...

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