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?
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