Health and Wellness > Awareness & Advocacy

"WOMAN"

BBDO GROUP GERMANY, Berlin / BLAUES KREUZ / 2017

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Almost 10 million people in Germany consume alcohol excessively. Yet, this enormous figure still overlooks an even bigger share of victims: The millions of family members that are harmed by the effects of alcohol abuse. As a health organization committed to addiction problems, the Blue Cross wants to generate awareness for the often overlooked victims of this widespread addiction: the relatives of alcoholics. To empower this group of people the organization started the „Downfall“ campaign. In two powerful messages the family members of alcoholics are brought back to the picture. To really demonstrate how much the relatives of alcoholics suffer, we turned the gullet of a drinker into a well. There, a desperate family is being washed down in alcohol. With this creative choice both victims of the drug –the drinkers themselves and their families– are put into an eloquent equation.

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