Health Promotion Agency (HPA): Say yeah, nah

This case study describes a campaign by the New Zealand Health Promotion Agency (HPA), which wanted to decrease binge drinking of alcohol by helping people to say no in social situations.

Health Promotion Agency (HPA): Say yeah, nah

Summary

In just one year the "Say Yeah, Nah" campaign exceeded its ambitious objectives and a quarter of high risk drinkers said they were drinking less as a direct consequence of the campaign. The effectiveness of this campaign for the Health Promotion Agency (HPA) by FCB New Zealand has successfully bedded a moderation message into New Zealand's drinking vernacular.

Key learnings

The success of this campaign was because it made it socially acceptable to refuse an alcoholic drink by saying no in a positive way. Research from 2012 showed a quarter...

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