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.
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]