EVERY DRINK COUNTS by Starcom Mediavest Group Sydney for Queensland Government

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EVERY DRINK COUNTS

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Industry Against alcohol
Media Promo & PR, Case study
Market Australia
Agency Starcom Mediavest Group Sydney
Strategic Planner Anna Kelly
Released February 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: QUEENSLAND GOVERNMENT
Product/Service: RESPONSIBLE DRINKING CAMPAIGN
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, Brisbane, AUSTRALIA
Entry URL: http://www.everydrinkcounts.qld.gov.au/
Strategic Planner: Anna Kelly (Starcom MediaVest Group)
Client Business Manager: Michaela Turley (Starcom MediaVest Group)
Digital Planner: James Drewe (Starcom MediaVest Group)
Media placement: Ambient Campaign - 500 Panels - Washroom Posters In Bars And Clubs - 01/03/2009
Media placement: Radio Campaign - 344 Spots - Drive Session - Brisbane Metro And Regional Queensland - 01/03/2009
Media placement: Newspaper Campaign - 30 Insertions - Sports Sections Of Brisbane Courier Mail - 01/03/2009
Media placement: Ambient Campaign - 16,000 Pizza Boxes - Pizza Hut Takeaway Pizza Box Lids - 01/03/2009
Media placement: Ambient Campaign - 500 Panels - Washroom Posters In Sports Bars And Pubs - 01/03/2009
Media placement: Online Campaign - 25 Million Impressions - Myspace Homepage, Mail and Music Roadblocks, Personal Photo Albums - 01/03/2009
Media placement: Online Campaign - 3.2 Million Impressions - Instant Messenger - Half Page Expanding Video Banner - 01/03/2009
Media placement: Magazine Campaign - 9 Insertions - Scene Street Magazine - Gig Guide - 01/03/2009
Media placement: Online Campaign - Sponsorship - Shooterz Website - Photo Watermarking, Newsletter Banners, Bar Handout Cards - 01/03/2009
Media placement: Cinema Campaign - 2940 Screens - On Screen - Brisbane And Regional Queensland Cinemas - 01/03/2009

Results and Effectiveness
The campaign surpassed global benchmarks and three-year targets in just six months! Entrenched attitudes and behaviours were finally shifting. The serious consequences of binge drinking are now firmly imprinted in the minds of young Australians. 73% now see binge drinking as a serious issue (up from 56% in 2008 and representing a shift of 30%). The number of young Australian’s drinking dangerously fell 10%! And those falling victim to alcohol-fuelled violence declined a massive 37 %!!!

Creative Execution
Social networking sites are their weapons of choice to plan their nights and dissect the events the morning after. Instant Messenger carried our warning via mock cinematic release titled ‘The Consequence’. In two firsts, interactive roadblocks confronted myspace users on the eve of a weekend. In the aftermath – shocking photographs infiltrated a highly personal space, their own albums posted on myspace. For him, sporting events inevitably lead to dangerous drinking. In the hype surrounding a ‘big game’, we heeded our graphic warnings - the sports section of weekend papers, pizza box lids targeting those watching at home, and urinal posters for those at the sports bar. For her, the hedonistic planning and post event dissection were poignant moments. Gig guides warned her as she planned her weekend. Radio cautioned her at the start of the night, washroom posters in the heat of the night and cinema in the aftermath.

Insights, Strategy & the Idea
Communications Challenge: Binge drinking in Australia is responsible for 28% of youth deaths and 23% of youth violence. It leaves many victims in its wake. But for the bulletproof youth, a hangover was seen to be the worst outcome! The Task: Challenge this disconnect between attitudes and reality - binge drinking kills! Strategy: For the youth, nothing is more important than their weekends and the parties. Males and females approach their nights so differently. She spends as much time planning as she does on the night itself. While for him it was more about the moment. And a major sports match gave him all the excuses he needed to go STUPID! So we followed them. From the frenzied planning - to the night itself - and the morning after - plotting and executing our graphic warnings at every chance. There would be no avoiding the terrifying consequences of binge drinking.