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...