Alcoholics Anonymous: Anonymous Friend

This case study details how Alcoholics Anonymous, a fellowship of men and women struggling with alcoholism, introduced the Anonymous Friend campaign to help teens with drinking problems in Brazil.

Campaign details

Brand: Alcoholics AnonymousLead agency: J. Walter Thompson BrazilRegion: LATAM

Objectives

Help teens with drinking problems and increase Alcoholic Anonymous' awareness among them. We created the first Facebook chatbot that helps teens with alcoholism. Over 20 hours of testimonials from real AA members were collected and turned into data to fill the chatbot. For every question, there is an answer from someone who knows exactly how a person with drinking problems feels, without any judgments. Like at AA meetings, people stayed after reading the stories and identifying themselves in them. From the 12 steps...

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