Whilst I was a creative group head at HHCL we pitched and won the Home Office/ NHS Alcohol Harm Reduction account. I came up with the creative idea and wrote the script for the TVC. We produced a full 360-degree campaign which involved a TV commercial, posters, digital adverts and a website.
The brief highlighted how frequently alcohol played a role in young people being hospitalised, and that it made them vulnerable. The creative spin we added was that alcohol also made you feel invincible, which is what led to those poor decisions.
Rather than gratuitous shots of death and injury, that people become quickly become anaethetised to, we wanted to demonstrate how quickly a great night can go wrong. Having a few drinks does not make you invincible: You don't become a superhero.
Rather than gratuitous shots of death and injury, that people become quickly become anaethetised to, we wanted to demonstrate how quickly a great night can go wrong. Having a few drinks does not make you invincible: You don't become a superhero.
For the digital platform, we took the same approach. Teenagers do not want to hear this message, so we had to make the site look and feel as little like a government awareness campaign as possible.
We created a game that took players through the events of an evening, at each point asking them to decide what they do would do next. It starts off with a few friends having a drink in a pub. Choose wisely and it ends with the player back home after a good night, but chose poorly and it could end in disaster.
The two posters below were part of a campaign that ran in pub toilets, to deliver a simple but impactful reminder to people at the time when they are most at risk.
I also wrote and produced a radio campaign which, was played out on commercial stations early on Friday and Saturday evenings aimed at people preparing for a big night out. There were four ads in total, below are two of them.
300 themed ad
X-girls ad