DrinkWise Australia has launched an Australian-first campaign designed to influence young adults (18-24) to drink responsibly – by moderating the intensity and frequency of binge drinking occasions.
On a self-defined ‘big night out’, nearly 30% of 18-24 year olds report consuming 11+ standard drinks.
The ‘Drinking – Do It Properly’ campaign aims to make the ongoing trend of binge drinking to get drunk less socially acceptable amongst young drinkers, while encouraging those who already drink in safe and moderate ways to continue doing so.
DrinkWise commissioned extensive quantitative and qualitative formative research as well as multiple rounds of concept testing research to ensure the campaign cut through with young adults. Part of this evidence-based approach involved nationwide research conducted with young Australians which indicated high levels of pre-loading and binge drinking behaviour.
On a normal night out, 29% of 18-24 year olds report consuming 7+ standard drinks.
A highly-targeted digital campaign designed to create cut-through in this difficult to reach market, Drinking – Do It Properly used online-only black and white animated ads to create a distinct difference between the ‘right’ and ‘wrong’ way to drink. This was supported by social media, a dedicated howtodrinkproperly.com website, on-premise activations and selected outdoor media, with a strategic rollout plan to reach the target audience.