Not-for-profit body DrinkWise has teamed up with Clemenger BBDO Melbourne to launch 'How to Drink Properly', a fresh take on the responsible drinking campaign aimed at young adults.
The campaign offers "advice and tips on how to drink properly and keep it classy" in a bid to change the Australian binge-drinking culture to one that's "safer and healthier".
It's a far cry from the shock tactics common to public health messaging – DrinkWise is taking a completely different tack by emphasising that drinking done "properly" is just fine.
The slick black-and-white animation – ironically reminiscent of not-so-responsible drinker Archer – and the suit-wearing, martini-drinking protagonist, hammers home the "classy drinking" message in a series of online videos.
DrinkWise ambassador Dr Andrew Rochford said an important feature of the campaign is that it does not preach abstinence but acknowledges that most young adults will drink.
"'Drinking – Do It Properly' builds on the very successful 'Kids Absorb Your Drinking' campaign," he said. "This ground-breaking campaign challenges young adults to think about drinking properly to stay safe."
John Scott, chief executive of DrinkWise, said: "Older adults may find it difficult to understand, but we needed to reach young people in their tone and their language, prompting them to self-reflect and talk about this issue within their peer groups which are heavily influenced by social media."
DrinkWise is an independent not-for-profit established in 2005 by the alcohol industry. The highly targeted campaign, created by Clems Melbourne, MediaCom Melbourne and Magnum PR, is eschewing a big traditional media buy, running across a dedicated website, social media (Instagram, Facebook and Twitter) and selected on-premise and out-of-home locations.
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