Stop before it gets ugly
Campaign Design, Copywriting
A campaign designed for the NGO Drinkwise. encouraging young adolescents to reconsider the coolness factor of binge drinking with clever wordplay.
Excessive drinking is considered cool amongst young adolescents, a population group that is usually not concerned about their health. So the current approach Drinkwise. is currently taking - educating young people about the detrimental health effects of alcohol abuse is less lively to have an effect.
Instead of taking an authoritative, informative and health focussed approach the NGO could tap into the perceived ‘coolness factor’ of drinking and shine a different light on it to make young people question it themselves.
Tapping into the fear of embarrassment for young adolescents to make them think twice about the coolness factor of excessive drinking.