pm3 was asked to create an alcohol education awareness campaign, targeting males age 13 to 30, to reduce alcohol fuelled violence in the streets of Byron Bay. 

In order to communicate the binge drinking message to such a broad demographic, we chose to utilise hip hop style music and lyrics in conjunction with a music video (scroll to bottom of page to view). For further visual impact we gained permission, to use the strong yellow, downward-pointing thumb graphic from a campaign that had run in Sydney's Kings Cross, with the tagline 'What are you doing to yourself?'. The thumb icon references the facebook like/dislike icon and visually conveys that it's not ok to binge drink. We added 'Byron Bay' to the tagline and included it in the lyrics, music video, posters and TVC's.

30 second TV commercial

2:48 min music video clip