community drug & alcohol team (cdat)

integrated campaign 

challenge

Change the lax attitude towards supply of alcohol to minors.

brief

Develop a concept to communicate the consequences of supplying alcohol to minors and minimise supply for the NSW Community, Drug and Alcohol Team.

solution

td identified three target groups; parents, older friends and coaches, as the key offenders of supply of alcohol to minors and developed a series of targeted collateral.

A clear and contemporary design was adopted across the collateral to drive messaging amongst core target groups. Hero imagery was converted to greyscale with an authoritative headline overlaid. A yellow contrast font was selected to further stress key messaging with a supporting slogan developed to place additional prominence on the legalities.

The campaign was rolled out nationally across print, POS, promotional collateral, digital, PR and outdoor (billboards, bus shelters and bus backs).

results

  • 95.2% thought the campaign had a clear message.
  • 90.4% said it initiated conversation.
  • 80.4% believe it is likely to make a difference to behaviour.
  • ‘Putting teen drinking laws to work’ – Grog Watch.