The Brief

Binge drinking was on the rise amongst young people in Singapore. Most of them were unaware of what constitutes binge drinking. We wanted to educate the youth on when binge drinking begins without sounding preacy and authoritarian.

Creative Execution

Creative Solution: we found people whom most youth would agree had gone to far in one activity and featured them on posters, in print and in broadcast cinemas and viral videos.

Describe the creative solution to the brief/objective.

We drew viewers in with mini-documentaries about people who "collected" piercings and tattoos, or grew their nails to outlandish lenghts. we then attached our message: "ALWAYS KNOW WHEN TO STOP" and drinking guidelines to these videos. Impossible to ignore posters,and stunts and coasters at nightclubs took the campaign to the places where yong people drank.

Results

Within the first 2 weeks of the campaign, awareness of the binge drinking limit increased by 37.7%.