DrinkWise Australia has launched the next phase of its award-winning How to Drink Properly campaign to remind young Australians to “stay classy” and drink responsibly during Schoolies and the holiday season, created by Clemenger BBDO.
First launched in February, the ground-breaking social marketing program challenges the often harmful drinking culture among many young Australians by re-framing moderation as a socially-acceptable behaviour.
How To Drink Properly heroes a character of sophistication, confidence and maturity in a series of animations – containing colourful language and provoking and entertaining visuals – to showcase responsible drinking and expose unsophisticated drinking behaviours.
The second phase will introduce a series of new animations to tap into themes that resonate among the target audience, including ‘pre-loading’, ‘reputation’, ‘mateship’ and ‘positive experiences’
DrinkWise will also be present at Melbourne and Sydney Airports prior to Schoolies on the Gold Coast, providing school-leavers with ‘All Class’ gift packs and tips to consider when celebrating.
DrinkWise marketing manager Simon Strahan said one-third of 18 to 24 year-olds who experienced the first phase of the campaign reported they drank less on a night out and 80 per cent considered the benefits of responsible drinking.
“Schoolies is a time we know young adults can make poor choices about alcohol, so this next phase aims to talk to them at a critical stage of the drinking cycle: before the partying gets into full swing and to arm them with information and incentives to moderate excessive drinking,” Mr Strahan said.
The second phase of How to Drink Properly will roll out across television, digital, point of sale in Schoolies hotspots (including Gold Coast, Byron Bay, Lorne, Victor Harbour and Dunsborough) and social media.