TELLING THE REAL STORY by UM for Australian Government

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TELLING THE REAL STORY

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Industry Government & Other Authorities, Against alcohol
Media Promo & PR, Case study
Market Australia
Agency UM
Client Service Director Lauren James
Released March 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: THE AUSTRALIAN GOVERNMENT
Product/Service: ANTI-BINGE DRINKING AWARENESS
Date of First Appearance: Mar 3 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Client Service Director: Lauren James
Strategist: James Sneddon
Account Manager: Karen Shin
Planner/Buyer: Renae Wechsel
Buyer: Johanna Packham
Media placement: Radio - Take40 - 03/03/2009
Media placement: Online - Take40.com.au - 03/03/2009
Media placement: TV - MTV - 21/06/2009

Results and Effectiveness
By putting our audience in the director’s chair we managed to make them discuss and debate an issue they had, to date, largely ignored. Our national film competition reached over two-thirds of our target audience. More than 50,000 young Australians actively participated in the competition. Most important, instances of dangerous drinking reduced by 6% as a result of the campaign and estimations of youth drunkenness declined by over 7% - the biggest drop since measurement began.

Creative Execution
We launched a national competition challenging young Australians to bring the binge drinking message to life in a short film. There were different stages to the competition from launch through to showcasing the ultimate winner. Throughout, the initiative was promoted nationally on radio and online. The first stage was a call for entries, followed by a voting phase, before the grand finale: the announcement of the winning film. All of the films showcased the dangers of binge drinking through the eyes of our audience. The winning short film was promoted across the MTV network and social media channels including YouTube and Facebook.

Insights, Strategy & the Idea
Young Australians regularly drink to excess. Our brief was to challenge the great Australian past-time of getting drunk with mates. We needed to communicate with our audience the dangers of excessive drinking and, in turn, help to reduce incidence of binge drinking among 16-24 year-olds. Research revealed that our audience didn’t listen to government advertising – it was, after all, their job to stop people having fun. They did, however, listen to their mates. Our idea was to let young Australians tell their stories about the dangers of binge drinking. We invited our audience to create short films – to bring to life our binge drinking message in their own words.