ALAC Influencers

In this case study from the New Zealand Effies, ALAC (Alcohol Advisory Council) and DraftFCB set out to tackle New Zealand’s binge drinking culture.

ALAC Influencers

Category: Social Marketing/Public ServiceAgency: DraftFCBClient: ALAC


Binge-drinking in New Zealand is a problem that people don’t want to face up to. It’s not just an accepted social norm, it’s a highly celebrated part of Kiwi culture, and for many, a rite of passage.

Changing the drinking habits of the nation was going to be a tough ask.

ALAC’s approach was to target the influencers – people around binge-drinkers who are most likely to intervene; yet lack the courage, knowledge and social permission to prevent binge-drinking getting out of hand.



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