Brand Experience and Activation > Product & Service

THE BAR, YOUR SECOND HOME.

JWT BRAZIL, Sao Paulo / ALCOHOLICS ANONYMOUS / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Alcohol is the third leading cause of death in the world. The Alcoholics Anonymous decided to do something about it. And raise this issue in an actual bar.

Effectiveness

A important result by far was that people started talking about a subject that's not only a taboo.For AA the goals stated out at the initial brief were simple and important:raise awareness,discuss the problem,inform and offer help.It surpassed by far the AA expectations since it not only raised the subject but also brought to the forefront the AA as safe harbour for those who have the bar as an actual second home.AA invested close to nothing:with the use of a printer and letter templates,we reached the audience with relevance and generated the biggest buzz that AA has had in years.

Implementation

With the name of customers in Hand (obs.: it is common for bars in Brazil to collect first and last names as the bar tab is handed out at the entrance), we printed perfect replicas of household bills and handed to customers to stir up conversation. Inside, instead of the bill, it read: For others, this is a reality, the Bar becomes a second home. If you know anyone who suffers from this problem, please contact the AA.

Relevancy

The fact that this idea was carried out at a bar proved to be a powerful part of the outcome, since it happened at the very place where alcohol is integral part of the activity.It is quite unusual to promote the AA's activity at a bar. The fact that the bar allowed the idea to happen as it did, proved to be more than a social responsible initiative from the establishment, it hit the target in a way to both prevent future problems and give out immediate solutions to those who know someone in need.

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