DrinkWise’s How To Drink Properly social marketing program has claimed its second international accolade, winning a Silver award in the Youth Marketing category at the APAC Effie Awards 2015 in Singapore.
The campaign was made with Clemenger BBDO, and was also awarded Silver at the 2014 Spikes Asia Awards in September/
How To Drink Properly was recognised at the APAC Effie Awards as one of the region’s most outstanding marketing communication campaigns that have proven results in meeting strategic objectives.
The campaign was admired for sparking public debate about youth moderation – speaking in their language and on their level to ultimately change the way they think about drinking.
After just three months of its launch in early 2014, one third of 18 to 24 year olds who experienced How To Drink Properly said they drank less on a night out.
Research also found 81 per cent of young adults were now thinking about the effects of moderation, and 54 per cent of young adults indicated the campaign gave them a platform to talk to their friends about their drinking habits.
DrinkWise launched the second phase of How to Drink Properly prior to Schoolies 2014 and the holiday season, with a series of new animations, on ground activations at Melbourne and Sydney Airports and Schoolies hotspots, O-Week partnerships with several universities, and sponsorship of the popular [V] Island Parties in Sydney Harbour.
John Scott, CEO of DrinkWise, praised the early and continued success the campaign in positively shifting attitudes and behaviours towards a more moderate approach to drinking.
“It’s pleasing for a ground breaking campaign like How to Drink Properly to be internationally recognised for its efforts in reminding young Australians to enjoy themselves, but to also be aware of the risks of excessive alcohol consumption.”
“Our initial tracking of the campaign’s second phase suggests that DrinkWise is on the right path to reaching those who are known to drink at risky levels,” Scott said.
“We are determined to succeed where others have failed – talking to the two million or so Australians who are aged 18 to 24 years, in the language they use, via mediums they trust, and providing content they will respond to positively and share with peers.”
