This Australian responsible drinking ad campaign visually reminds young binge drinkers that there is nobody else to blame but themselves and that they must take responsibility for their actions.
Created by GPY & R Sydney, the ads show a young person looking at himself and the trouble he’s getting into because of his binge drinking. This includes getting arrested after getting in a bloody fight, making an ass of himself with a woman at the bar, and a woman blinding her own eyes while she’s driving a car fast in reference to the danger of drunk driving.
The creative team who worked on the campaign includes Gary Sheppard (Photographer), Martin Brown (Designer), Robyn Spencer (Designer), Electric Art (Retoucher), Robbie Kantor (Art Director), and Bart Pawlak (Copywriter).
Why This Trend Is Growing
- Responsible Drinking
- Anti-binge drinking campaigns utilizing creativity as a means to convey responsibility.
- Personal Accountability
- Campaigns emphasizing personal responsibility and minimizing bystander effect in issues related to binge drinking.
- Realistic Imagery
- Utilizing photography to create an interactive and engaging experience for making the target audiences reflect on their actions.
Industries Being Reshaped
- Advertising
- Marketing firms can innovate by creating campaigns that are relatable and present social change in a meaningful way.
- Healthcare
- Medical professionals can evaluate the outcomes of anti-binge drinking campaigns and provide counseling to those who require it.
- Software Development
- AI and image recognition in smartphones can assist in controlling one's alcohol intake by providing users with information about their daily usage and warning them if they are close to binge drinking.
