In early 2014, DrinkWise launched an Australian-first social marketing campaign designed to influence young Australian adults (aged 18-24) to drink responsibly – by moderating the intensity and frequency of binge drinking occasions.
The ‘Drinking – Do It Properly’ campaign aims to make the ongoing trend of binge drinking to get drunk less socially acceptable among young adult drinkers, and to support those already drinking in safe and moderate ways.
The campaign was launched off the back of extensive quantitative and qualitative formative research as well as multiple rounds of concept testing research to ensure the campaign cut- through with these 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.
The creative platform was originally built around a series of animated web films, which introduced a suave and confident figure that bestowed cheeky words of wisdom upon potentially ‘amateur’ drinkers. Using animation allows the audience to project themselves into each of these scenarios.
Through a variety of social media channels, including Facebook, Instagram, Twitter, Snapchat and Spotify, the campaign speaks openly about the very real, and very relatable consequences of less than classy drinking.
In 2015 and 2016 DrinkWise extended the campaign into those environments where young adults typically drink. In pubs and clubs, in retail activations, at ‘schoolies’ weeks all around the country, at high profile music acts and festivals, via safe Uber rides home, and through Tinder advice on how to drink (and date) properly, the ‘classy’ lessons imparted by our hero character, championing moderation as ‘the realm of drinking excellence,’ have reinforced the themes of belonging, control and reputation when drinking.
Now in its third year, the campaign continues to generate impressive results. In the medium term, DrinkWise has commissioned independent research to benchmark and track the attitudes and behaviours of representative samples of over 3,250 Australian adults aged 18 – 24 to assess the effectiveness of the Campaign – from recall and message take-out, to attitude and behaviour change. Further detail on these results can be found in the attachment on this page.
Ultimately behaviour change takes a long time to influence. Cultural change takes even longer. The first goal with How to Drink Properly is to reframe social perceptions and attitudes towards drinking moderately as ‘cool and sophisticated’, and see behaviour change follow in the longer-term. To date, the evidence suggests this campaign is making strong inroads into a better drinking culture.
At the time of writing, DrinkWise’s How to Drink Properly campaign has been acknowledged through numerous international advertising, creativity and effectiveness awards. These include:
- WARC 2016: #19 in World’s best 100 marketing campaigns
- Business Review Weekly (BRW) Most Innovative Companies, Sydney 2015: Best Marketing Innovation
- The Jay Chiat Awards, New York 2015: Not for profit
- IAAB MIXX Award, New York 2015: Branded content
- Australian Communication Council Effectiveness Awards (Effies), Sydney 2015: Not-for-profit/Cause Related Marketing (silver) & Most Original Thinking (bronze)
- APAC Effie Awards, Singapore 2015: Youth Marketing