The Problem: Binge drinking was on the rise amongst young people in Singapore. Most of them were unaware of what constitured binge drinking. The Challenge: To educate youth on where binge drinking begins without sounding preachy and authoritarian. Idea: Always know when to stop.
Success of the Campaign
Initial results; Within the 2 weeks of the campaign, awareness of the binge drinking limit increased by 37.7%.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Creative Solution: We found people whom most youth would agree had gone too far in one activity and featured them on posters, in print and in broadcast cinema and viral videos. We drew viewers in with mini-documentaries about people who 'collected' piercings, and tattoos, or grew their nails to outlandish lengths. We then attached our message of: "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 young people drank.