DrinkWise Australia
DrinkWise Australia
Decoding Culture For Positive Generational Behaviour Change
‘How To Drink Properly’ flipped the traditional scare tactic approach on its head and motivated 18-24yr old's to take ownership of their binge drinking behaviours.
By speaking to them in their language and understanding the cultural nuance and social context they were in, we reframed moderation as a classy, socially acceptable and even aspirational behaviour, making it Australia’s most successful responsible drinking initiative for this group.
Results
40% reported drinking less after seeing the campaign
91% took steps to moderate their behaviour
50% reported slowing down their drinking to maintain control
38% considered moderation as classy after seeing the campaign
DrinkWise’s How to Drink Properly campaign has been acknowledged through numerous international advertising, creativity and effectiveness awards, including
Creative & Effectiveness Awards
2016 #19 in World’s best 100 marketing campaigns
2015 The Jay Chiat Awards, New York: Not for profit1 x Silver
2015 IAAB MIXX Award, New York: Branded content
2015 Business Review Weekly (BRW) Most Innovative Companies, Sydney 2015: Best Marketing Innovation
2015 AMEs - 1 x Silver
2015 AWARD awards - 2 x Bronze
2015 Australian Communication Council Effectiveness Awards (Effies), Sydney: Not-for-profit/Cause Related Marketing (silver) & Most Original Thinking (bronze)
2015 APAC Effie Awards, Singapore: Youth Marketing Silver