Drinkaware - Why let good times go bad?

Uploaded by:	theresa lobo
Country:	United Kingdom
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September 7th sees the launch of ‘Why Let Good Times Go Bad?’, a campaign run by alcohol charity Drinkaware with creative supplied by AMV BBDO. These poster and print ads are a continuation of last year’s ‘Campaign for Smarter Drinking’ and aim to increase awareness of manageable tips that encourage 18-24 year olds to drink more responsibly.

Drinkaware faces the difficult task of finding new ways to challenge the national drinking culture and help reduce alcohol misuse. Most of their young adult target audience appreciates that drinking too much can cause a good night to take a turn for the worse, but some get carried away and end up feeling guilty the next day. Small changes in behaviour and interventions could make all the difference.

Therefore the creative for ‘Why Let Good Times Go Bad?’ presents a series of relevant tips that are easy to act on here and now. For example, eating before/during a night out, pacing alcoholic drinks with soft drinks/water, and looking out for your mates. Adopting one of these can make the difference between good times and good times turning bad.

As young adults who regularly drink to excess do not generally respond well to preachy messages, AMV BBDO’s approach continues to use a light-hearted tonality to communicate Drinkaware’s relevant tips and drive people to drinkaware.co.uk to find out more about the facts.

CREDITS
Project: Why let good times go bad?
What is the brief (in one line)? To increase awareness, knowledge and uptake of manageable tips that encourages 18-24 year olds to drink more responsibly and drive traffic to drinkaware.co.uk to find out more about the facts.

Client name & job title: Avis Johns - Director of External Affairs
Creative Agency: AMV BBDO
Copywriter: Paul Knott
Art Director: Tim Vance
Agency Planner: Martin Beverley
Art Producer: Aine Donovan
Photographer: David Gill