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
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?
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