Campaign: DrinkWise Launches Next Phase Of How to Drink Properly

Campaign: DrinkWise Launches Next Phase Of How to Drink Properly
SHARE
THIS



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.

Please login with linkedin to comment

Clemenger BBDO Sydney Customer insights John Scott Woolworths

Latest News

Kathmandu Launches An ‘Out There’ Sonic Logo
  • Campaigns

Kathmandu Launches An ‘Out There’ Sonic Logo

Outdoor lifestyle brand, Kathmandu, has teamed up with international music agency, MassiveMusic, to bring the brand sonically to life with the launch of a distinctive audio identity. What do you get when you combine the sound of you outdoors, a wooden melody and a unique bird call? The Sound of Kathmandu. Sound gives shape to […]

#OnlyOnTwitter: Top Moments In Australia 2021
  • Campaigns
  • Technology

#OnlyOnTwitter: Top Moments In Australia 2021

Twitter’s top moments in Australia revealed that this year, not unlike last, has been a unique one for us Down Under but our sense of humour and shared love of sport were a few things that helped us get through together. Twitter has been focused on serving the public conversation while connecting people with the […]

Method Announces Agency Development Partnership With Snapchat
  • Marketing

Method Announces Agency Development Partnership With Snapchat

Creative technology studio, Method has been selected as one of Snapchat’s first agency development partners across Australaisa. As one of a group of early Snap Development Partners selected across Australia and New Zealand, Method is able to provide clients with the opportunity to design and create Snapchat filters and games aimed to reach audiences across […]

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk
  • Advertising
  • Campaigns

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk

Big Ads and The Trade Desk have joined forces to enable traders to build rich media ads which are ready to serve at the touch of a button. Once built-in Big Ads’ creative & deal ID platform Buddy, the tags are deployed directly to The Trade Desk for the campaign to go live. Tech teams […]

Pinterest Expands Parental Leave Policies
  • Campaigns

Pinterest Expands Parental Leave Policies

Pinterest’s progressive parental policies are being expanded company wide. Beginning on January 1, 2022, employees in all global offices will have a minimum of 20 weeks of parental leave. This benefit extends to adoptive parents who will also have 20 weeks of paid leave which was previously 16 weeks. This is in addition to an […]

Acast Nabs Daisy Smith As New Regional Automation Director
  • Marketing

Acast Nabs Daisy Smith As New Regional Automation Director

Independent podcast company, Acast, has further grown its Australia and New Zealand team, hiring Daisy Smith as the region’s new automation director. Having jumped ship from Nielsen, Smith will now lead Acast’s local programmatic advertising offering, as the company continues to develop automated ad buying for agencies and direct clients. Smith boasts previous experience with […]

SCA Teams Up With Salesforce
  • Campaigns
  • Media

SCA Teams Up With Salesforce

SCA has teamed up with Salesforce. Although that's not to suggest Salesforce will be hosting the Triple M Grill Team.

Rethink Ink: A Fire Inside
  • Media
  • Partner Content

Rethink Ink: A Fire Inside

It's the latest in B&T's series of Re-Think Ink. That's the power of print and not anaphylaxis from ordering the squid.

Meltwater Appoints John Bissinella As Enterprise Solutions Manage
  • Campaigns
  • Media

Meltwater Appoints John Bissinella As Enterprise Solutions Manage

Meltwater has appointed seasoned media intelligence executive, John Bissinella as enterprise solutions manager for ANZ to help drive the continued expansion of its Enterprise solutions. He joins with a remit to consult Australia and New Zealand’s largest organisations on how to leverage the most comprehensive news, social and customer insights data available. Meltwater’s enterprise team […]

Sixt Teams Up With Bastion For A New Integrated Campaign
  • Campaigns

Sixt Teams Up With Bastion For A New Integrated Campaign

Global vehicle rental and mobility provider, Sixt, has teamed with Bastion Creative and Bastion Experience for a new integrated campaign. After launching into the Australian market, Sixt is now leveraging its “Above and Beyonding” brand positioning with eight separate film executions, several digital, print, and outdoor components, and specific creative to support its 163 retail […]