Alcohol Advisory Council of New Zealand – Culture change

Getting people to moderate their drinking behaviour is a huge task. According to research, the major obstacles to changing behaviour include the fact that people enjoy drinking (and getting drunk), and that the causes of binge drinking are numerous and highly complex.

Alcohol Advisory Council of New Zealand – Culture change

Category: Social Marketing/Public ServiceAgency: Clemenger BBDOAdvertiser: Alcohol Advisory Council of New Zealand (ALAC)Campaign: Culture Change

SUMMARY

Clemenger BBDO and the Alcohol Advisory Council of New Zealand (ALAC) created a series of television commercials to show the ugly side of what binge drinking can lead to – serious injury, violence, sexual assault.

The controversial campaign aimed to trigger national debate to help address statistics including:

  • 70% of weekend hospital admissions are alcohol-relatedi.

  • 70% of police time is spent attending alcohol-related incidentsii....

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