Media > Target Audience
INFORMATIVE CAMPAIGN
TBWA STOCKHOLM, Stockholm / THE ALCOHOL COMMITTEE / 2003
Awards:
Overview
Credits
Overview
Audience
The goal is to take young adults from a point where they don't think alcoholism has to do with them at all – to a point where they start to reflect upon their drinking.The communication goal of the film is to open up people's minds to the idea that alcoholism can be a result of partying and having fun. To kill the myth that says only depressed losers get addicted.The rest of the campaign aims at taking next step – to spread new, interesting facts in order to make people talk to others about the risks involved with drinking.
Execution
The idea of making the bar the medium is the core of the campaign. There hasn't been a media team involved-the space was invented and arranged by the creative team at the agency.
Idea
Having messages like these spread through bars all over Sweden is a new thing. The friendly facts are delivered through voices at the lavatories, bottoms of pints or messages in urinals. The difficult subject of alcoholism is played down. The campaign tries to catch people off guard. Mentally as well as physically.
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