Our idea required quite specific media. We needed washroom doors that could be wrapped in their entirety, rather than housing a small ad on them. They also needed to be at places where our target was known to drink. Custom artwork was created for each washroom.

This concept formed part of a larger campaign about drinking properly, of which every touch point aimed to communicate our message at key drinking times. Social content was shared late at night, Spotify radio at peak party periods, but our message was most impactful at the scene of the crime – in these washrooms.

Response to the washroom words of wisdom was observed not only in the reaction of young drinkers, but from venues too. After noticing the impact on drinkers attitudes, venues requested to keep the advertisements permanently. They have become purposeful installations sought after media spaces.

The ads drove readers online for more drinking advice. The integrated campaign in its entirety has succeeded in creating a dialogue around moderation. With 12,000+ conversations on social media, and Facebook engagement at 13.3% (511% above the alcohol industry average in Australia), How To Drink Properly continues to be the most influential anti-drinking campaign in Australia.