Our integrated campaign, for The New Zealand Health Promotion Agency (HPA), plays on the insight that young people drink excessively because they think it leads to an epic night out.
But, there’s a tipping point – a moment when ‘fun night out’, turns into ‘one too many’. What’s the point of an epic night out, if you’re too drunk to remember it?
The challenge of such a young, savvy audience is that they are more motivated by the fear of missing out on social experiences, than the benefits of sensible drinking. The upside of that challenge is that creativity really comes to fore.