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CASE STUDY
CREATIVE STRATEGY AND EXECUTION

The Power of You Campaign

The Brief

Development of a creative strategy to encourage women aged 35-59 years, living in the Northern Sydney Local Health District (NSLHD), to drink less and minimise alcohol related hospitalisations. 

The Strategy

Research insights identified that the impact that alcohol has on yourself, others and the wider community are powerful motivators for drinking less. TD leveraged these insights to develop a creative strategy that positively placed onus on our audience to rethink their drinking habits and experience the benefits of life when drinking less. 

An overarching ‘Drink Less. Live More’ key visual was developed and further supported by a suite of targeted key visuals. Each strategically tapped into the motivation drivers, delivering thought-provoking key messages and emotive imagery that sought to inspire behaviour change. These included: 

Self: One less drink, a healthier you. 

Others: One less drink, more time together. 

Community: One less drink, more to experience. 

The creative suite was executed on a range of digital, social and outdoor media. 

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