Alcohol Advisory Council of New Zealand (ALAC) – Culture Change Campaign

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being stone cold sober was perceived to be as boring as it sounds.

Alcohol Advisory Council of New Zealand (ALAC) – Culture Change Campaign

Category:Agency:Advertiser:Title:

Charity/Not for Profit/Public ServiceClemenger BBDOAlcohol Advisory Council of New Zealand (ALAC)Culture Change Campaign

SUMMARY

How do you tackle New Zealand's binge-drinking culture? Where getting drunk is simply letting off steam...and stone cold sober is as boring as it sounds. And the alcohol sector has a total media spend of over $20 million per year.

The answer? With difficulty. And over time.

The Alcohol Advisory Council of New Zealand's (ALAC) campaign has held up a mirror for New Zealanders to take a long...

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