Write a short summary of what happens in the radio advert

After a few to many alcoholic beverages our phone’s autocorrect text system often proves very difficult to navigate and sometimes we end up sending text messages that make little to no sense. We used this problem as our main insight for the campaign.

Cultural/Context information for the jury

The combination of drunk messaging and autocorrect is one that most young people can relate to, and this was the perfect insight to get more signups to a charity that is all about not drinking for a month. We wrote or scripts with this cultural insight in mind, so they don’t necessarily make sense on paper but they are talking to a younger audience in a language they all understand and relate to.

Script. Provide the full radio advert script in English.

Sometimes your phone’s autocorrect is a little piece of shirt. Once you have a few glasses of wind, your coordination goes out the store. And then you are really ducked. Like when you’re trying to dent a text massage to your girlfriend and you say, “Sweaty dreams curry pie.” Like, ducking seriously? Duck! Duck! Duck! Why the duck, does it always duck up? But if you go alcohol free for Dry July you will be okey donkey. Search Dry July and sign up today.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The combination of drunk messaging and autocorrect is one that most young people can relate to, and this was the perfect insight to get more signups to a charity that is all about not drinking for a month. We wrote or scripts with this cultural insight in mind, so they don’t necessarily make sense on paper but they are talking to a younger audience in a language they all understand and relate to.