ALAC :: Ease Up On The Drink
To watch the Ease Up On The Drink TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips. Like this Mitre 10 ‘DIY is in our DNA’ TV ad, which has become an iconic kiwi ad. The brilliant performances from the little kids are 100% real.
Why Change?
New Zealand has a chronic drinking problem. Binge drinking has become ingrained in our society with increasingly severe consequences. Previous advertising campaigns have created high awareness of the effects of excessive drinking but behaviour remained stubbornly unchanged.
What Changed?
By shifting the strategy from focusing on drinkers to igniting friends and families’ latent concerns to speak out and get involved, we found a more effective way to influence drinkers’ behaviours.
In the first two months of the campaign airing calls to the Alcohol Helpline were up on average 27% on the same months in 2009. Most important the increase has been sustained. Callers found themselves relating to the commercials with comments such as “this is just what I’m going through” to “just looking at it touched a raw nerve in me” and “that used to be me…”