What is it: A new campaign from the Victorian Gov’t to address the issue of binge drinking.
Why is it cool: We have done quite a bit of work on responsible drinking, including what resonates with the key group of 18-24. Usually gov’t messages are considered preachy and boring, or too graphic and not relevant.
This campaign uses very relevant situations (e.g. with mates) and make it funny and engaging, giving the situations a name, and therefore, we expect, a more sticky message. Who knows if it will actually make a difference but at least it’s something that they watch and talk about.
Where to find it: here!
Submitted by: Mandy Ayles
Tags: communications, pyschology, storytelling