4 September 2015
DrinkWise Australia’s How to Drink Properly campaign won two Effies at last night’s gala award ceremony in Sydney. The campaign was joint-winner in the ‘Not-For-Profit / Cause Related Marketing’ category with a silver award and a received a bronze for ‘Most Original Thinking’. Created together with agency partner Clemenger BBDO Melbourne, the campaign started strongly with over 2 million views in its first weeks after launch and has continued to grow since then.
The Effie Awards are the pre-eminent effectiveness awards for advertising. Held in 39 countries around the world, the Effies recognise the most significant achievement in advertising and marketing communications – the effectiveness of work created. Annual awards, the Effies recognise campaigns which have been most effective at meeting their objectives and delivering superior evidence-based results. This takes into account economic effects, innovation and measurement of the effects of advertising with its audience.
How to Drink Properly uses a variety of social channels to reach 18-24 year old drinkers and share the message of moderation. With 57,000 shares in the first four weeks of the campaign, it achieved the social media nirvana of the message being shared by a friend, rather than an organisation.
Of those who had seen the campaign, 33 per cent self-reported that they were drinking less after seeing it. When asked what prompted them to begin drinking less, 26 per cent reported to ‘stay classy’ (one of the key messages of the campaign), 20 per cent said to ‘drink within their limits’, and 17 per cent said to ‘be more responsible’.
DrinkWise CEO, John Scott, says the organisation is delighted with the win.
“This award is acknowledgement that the ground-breaking work we have put in to understanding young people’s attitudes towards alcohol consumption is paying dividends when it comes to behaviour change. We work hard to target the precise time people are making drinking decisions and the How to Drink Properly campaign demonstrates you need to be prepared to push boundaries if you want to create meaningful impact,” he said.
Simon Strahan, DrinkWise Marketing Director, said the campaign is teaching young Australians how to drink in a classy way.
“It’s fantastic that this innovative approach to tackling the issue has been recognised, but more importantly independent research data is showing that the campaign is making a difference. Engaging with the audience with strategies to help them drink in a classier way has clearly resonated.” Strahan said.
Clemenger BBDO Melbourne Managing Director Paul McMillan says the most important thing the agency does is create truly effective work for its clients.
“How to Drink Properly embodies our philosophy of the most creative work also being the most effective work. It is a bold campaign and needed a brave marketer behind it in order to bring it to life. Utilising DrinkWise’s strategy, together we stretched the latest digital tools for the campaign and it worked,” McMillan said.
Launched in February 2014, ‘How to Drink Properly’ aimed to make the ongoing trend of drinking to get drunk less socially acceptable among young drinkers, and to encourage those already drinking in safe and moderate ways to continue to do so. The campaign targets 18 to 24 year olds, challenging them to ‘stay classy’ by moderating the intensity and frequency of their drinking. The campaign provides advice and tips that highlight the difference between poor drinking practices and drinking properly – showing that there is a way to do it and a way not to do it. www.howtodrinkproperly.com