#CampaignRadar: Drink responsibly, minus the finger-wagging
The Association for Alcohol Responsibility and Education (aware.org.za) has launched a new consumer campaign, focused on building a culture of responsibility and moderation. “When you drink, drink like there is a tomorrow” seeks to enable consumers to rethink their choices when it comes to the consumption of alcohol.
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Aware.org.za’s focus is on preventing the negative consequences of alcohol abuse. The agency behind the campaign, R\verbed (Riverbed), says its research shows that South Africans have become “desensitised to seeing cars crashing at high speeds, bodies flung into the distance on poorly lit roads, and grieving families affected by reckless behaviour. This insight served as a catalyst to more effectively communicate their new campaign and position the positive future outcome of responsible drinking as a reason to do so.”
“From the start, we wanted our message to be clear,” says Ingrid Louw, aware.org.za CEO. “We know that finger-wagging and the shock approach does not work; we’re in an age of social awareness and we know that we’ll make more of an impact if we can start having the right conversations around responsible drinking.
“We believe that this new approach is a move in the right direction. We will actively drive the campaign messaging and educate consumers across various platforms, with the hope that this transcends into consumers making the right choices and, in turn, that this will begin to drive behavioural change. When you drink, make the right choices so that your tomorrow is a better tomorrow,” she adds.
The campaign spans social media platforms, television, radio, out of home and transit TV. It delivers a hard-hitting and socially pertinent message: “Drink Like There is a Tomorrow”.
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