The main aim was to raise awareness of the dangers of alcohol consumption to underage drinkers, targeting parents, in particular. The campaign wanted to get parents talking to their children and addressing the issue together, as well as making the children themselves more aware of the issues.
Our scope included market research, creative concept, design, photography, print and distribution, media location selection and booking/management of models and stylists.
The creative concept was developed to evoke the protective emotions which parents feel for their children and to encourage them to discuss the problems of underage drinking together. It was also important to make them fully aware of the serious problems, both physically and emotionally, which underage drinkers can face. The problems identified in the campaign were sexual abuse, sexual health, accidental injury, violence, and being out of control.
Piranha carried out primary research to identify the correct approach, keeping in mind throughout the project that it is a very delicate and sensitive issue. To ensure that the campaign had a realistic look to it, we selected several models to incorporate into the graphic design.
One of our finished posters included the tagline ‘Daddy’s Little Princess’ and depicted a young girl shown to be drunk and vulnerable. The male version had a similar image and used the strapline ‘Mummy’s Boy’.
Examples of formats we used for this campaign include local bus advertising, 6-sheet bus shelter advertising, A3/A4 posters and A5 leaflets.
The finished artwork delivered a striking and memorable message that quickly conveyed the point to the target audiences. The client reported significant growth in enquiries for information and referrals to the client’s alcohol abuse support partners.
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