How do you get young people to re think binge drinking habits?

Build a campaign that lets them create their own logic to make better decisions.

The ‘BAD FRIEND’ campaign uses a simple premise; saying no to drinking too much is like saying no to a bad friend.

Knowing that social media friendship groups are now more important than ever before, the campaign sets out to enable better decisions and help shift the self guilt and shame associated with over consumption.

If a friend had let them down in the past what did that feel like?

Would they be more wary, of putting to much trust in that relationship in the future?

Hopefully this campaign helps that answer to be ‘yes’ when it come to drinking habits.

The campaign uses real images for authenticity but doesn’t lecture. It speaks to young people in a visual language that allows them to decide whether to re access their own actions.

Posters/Social Media

Screen Shot 2017-10-13 at 2.59.21 pm

Screen Shot 2017-10-13 at 2.59.50 pm

Youtube/Social Media

November 2017 Stats Facebook

Bad Friend Demographics

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