Campaign: The Brand Agency Says ‘Think Again’ When Giving Alcohol To U18s

Campaign: The Brand Agency Says ‘Think Again’ When Giving Alcohol To U18s
Paul Yole
By Paul Yole



The Brand Agency, Perth has launched a hard-hitting new campaign for the WA Drug and Alcohol Office showing the risks of supplying alcohol to young people.

The state-wide TV and cinema advertising ‘Think Again’ campaign has been timed to coincide with the run up to Leavers’ Week (schoolies).

The commercial, titled “I See”, graphically shows the impact of alcohol use seen from the perspective of real people who see the damage first hand – a paramedic, taxi driver, school psychologist and paediatrician.

It ends with the message, “We all want to see our children reach their full potential. That’s why no one should supply alcohol to under 18s.”

The ad follows last year’s first phase of The Brand Agency’s Young People and Alcohol campaign, which revealed how alcohol can affect the developing brain with the tag line “Under 18. No alcohol. The Safest Choice.”

The new ad was written by creative team Murray Laird and Steve Lorimer with creative director Craig Buchanan. David Rittey of Exit Films Melbourne directed the spot.

Group account director Nick Bayes said: “While most people are aware of some of the short term risks around young people drinking alcohol, many still don’t see that alcohol can seriously affect the developing brain. This new campaign goes to the heart of the issue that supplying alcohol to under 18s increases their risk of physical, emotional and developmental harm.”

The campaign also comprises press, posters, online advertising and the Alcohol. Think Again website that provides support and advice for parents and communities.

CREDITS

Director: David Rittey

Producer: Selin Yaman

Production Company: Exit Films, Melbourne

Editing and Finishing: The Butchery and The Refinery, Melbourne

Sound: Brad Habib, Soundbyte

Senior Art Director: Steve Lorimer

Senior Copywriter: Murray Laird

Creative Director: Craig Buchanan

Agency Producer: Gemma Kay

Account Director: Natalie Pearson

Group Account Director: Nick Bayes

Planning Director: Paul Yole

Client: Eleanor Costello and Hannah Samsa, WA Drug and Alcohol Office




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