A.A. has always been an important option in the fight against alcoholism. So, finding ways to bring more people to get helped by them is, and it will always be, a marketing opportunity. But very often, ad agencies use this opportunity to point fingers and tell the heavy drinkers the obvious: They are destroying their lives and the life of their relatives. So, this time we wanted to say something else, something that was true to the brand and that could be more of a help for them.

The process for this campaign started with a lot of research about the brand. We wanted to create a campaign that it was true to the brand and fresh to the target. Analyzing old A.A. campaigns, we noticed that it was common to create ads that judged the alcoholics, and didn’t say anything new about the group. So we got to the concept “We won’t help you. We will help each other”. After that, we just made sure to execute it in the best way we could. So we commissioned one of the best Brazilian artists to illustrate the whole campaign and also made sure to print books and posters in techniques that would stand out more.

This campaign has been a success in two ends: The people with drinking problems are feeling more welcomed to call the NGO, as they are understanding they have a value. They can help other people, while being helped too. But we are also changing non-alcoholics to change their mind set about this problem. We are showing them that alcoholism is a disease, not a choice.