Alcohol Advisory Council of New Zealand: Influencers campaign
Category: Social Marketing / Public Service Hardest Challenge Best Strategic ThinkingAgency: DraftFCBClient: Alcohol Advisory Council of New Zealand (ALAC)
Summary
New Zealand has a culture of binge-drinking. Alcohol is a common and significant factor in violent crimes and weekend Accident and Emergency admissions, and harmful alcohol use causes over 1,000 deaths and costs the country billions of dollars every year.
Moving from influencing perceptions to changing behaviour, this campaign not only raised awareness of the problem, but for the first time addressed what people could...