AWARE.ORG
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Underage Drinking
Idea
We launched with a TVC that showed how underage drinking starts long before it begins, using narratives that all South Africans can recognise to drive home our point.
We amplified this message with a digital social media campaign that asked people to share their first experiences with alcohol and how old they were using the #MyFirstDrinkStory
Challenge
Underage drinking is a massive, complex problem in South Africa. Aware.org refers to it as a 'silent crisis'. How could we raise awareness and shift perceptions in a way that ultimately changes behaviour?
Recognition
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2020 Prisms: Campaign of the Year
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2020 Prism Gold: Digital media relations
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2020 Prisms Gold: NGO Campaign
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2020 Prisms Silver: Integration of traditional and new media
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2020 Prisms Silver: Launch of a new product, service or category
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2020 Prisms Bronze: Social Media as the Primary Communication tool
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2020 Prisms Bronze: Influencer Managerment