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

  • 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