Young Australians are the highest risk group with alcohol. Their entrenched culture of ‘binge drinking’ is seen to be just a part of growing up.
Many before had tried to scare them into changing but the message wasn’t cutting through.
With How To Drink Properly, DrinkWise convinced young Australians that they can still drink and have a good time, but to do so in a classy, sophisticated and more responsible way.
This groundbreaking integrated Social Marketing campaign successfully reframed moderation as an aspirational behaviour and got 1/3 of those who saw it to drink less.