Alcoholics Anonymous: Anonymous Friend

Alcoholics Anonymous (AA), an international mutual aid fellowship that provides support for alcoholics looking to maintain sobriety, marked its 70th anniversary by launching a social media campaign aimed at reaching a younger audience in Brazil.

Advertiser: Alcoholics AnonymousBrand: Alcoholics AnonymousAgency: J Walter Thompson BrazilCountry: Brazil

Objectives

The creative work was developed to mark the 70th anniversary of Alcoholics Anonymous (AA) in Brazil and to broaden its services to the public, especially teens and young adults.

As an NGO, its "commercial objective" was to "augment the reach of the business," which basically means helping more people. The longstanding organization was specifically focused on recruiting a younger target, in which alcoholism was on the rise. In 2015, a national government research indicated that 1.5 million 9th grade High School students...

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