the brief:

To create an alcohol education awareness campaign targeting males age 13 to 30 in order to reduce alcohol fuelled violence in the streets of Byron Bay. 

The Solution:

The challenge was to choose a cut through medium that would communicate the binge drinking message to such a broad demographic.

We chose to use hip hop style music and lyrics in conjunction with a music video (scroll to bottom of page to view) believing it would have a stronger connection than traditional TV and print advertising. 

For further visual impact we obtained permission to use the strong thumb graphic from a successful campaign in Sydney's Kings Cross which featured 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. 

This was localised by adding 'Byron Bay' to the tagline and included in the lyrics, music video, posters and TVC's.

Marketing Collateral:

ads - print & digital
posters
vehicle signage
music video
tvc’s
stickers
merchandise

The Result:

A campaign that was highly targeted to the local area of Byron Bay in a down to earth, accessible way which focused more on self care and respect than reprimand and punitive punishment from police and the legal system.