+ 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

• 2020 Prisms: Campaign of the Year

• 2020 Prism Gold: Digital media relations

• 2020 Prisms Gold: NGO Campaign

• 2020 Prisms Silver: Integration of traditional and new media

• 2020 Prisms Silver: Launch of a new product, service or category

• 2020 Prisms Bronze: Social Media as the Primary Communication tool

• 2020 Prisms Bronze: Influencer Managerment