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...