‘Cringe the binge’ campaign tackles heavy drinking among young Australians
A national campaign has launched to curb binge drinking among teenagers and young adults.
Created by Brisbane agency Decoder in the style of gig posters, the ‘Cringe the binge’ campaign tackles some of the outcomes of binge drinking, such as sexually transmitted diseases, adolescent brain development, alcohol–fuelled sexual violence, social embarrassment and mental health issues.
The posters will run in gig guides, on street media, t-shirts and online, initially to promote a Weekend of Action starting on 9 November.
Decoder CD Ken Roney: “The media budget was limited so the idea needed to work pretty hard and engage with young people at a level that wasn’t preachy. 13 to 24 year olds is quite a broad audience but the common dominator is that all young people are into music. So we thought band posters was a nice way to reach them when they were drinking and educate them about the serious downsides of binge drinking.”
He added: “When we tested the concept with local teens, most initially laughed at the humour of the out-there band names, before reflecting on the reality of catching ‘stinky dick’. We were told some didn’t binge drink on the Friday night after we presented – which is exactly what we wanted.”
Credits:
- Client: Cringe the Binge
- Agency: Decoder, Brisbane
- Creative Director: Ken Roney
- Writer: Darren Masters
- Art Directors: Ken Roney, Julia Cavallaro, Eli Samuelu, Chris Dixon & Sarah Cox
- Head of Strategy: James McDonald
- Project Manager: Eleanor Price
- Production Director: Stuart Thompson
I really like this. Nice work.
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Very similar to work done by Headspace…..
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Beautifully done, but still not getting to the core of the problem so as to affect a change in the psyche
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BAM!
Apart from my professional take on this campaign, the next time I tackle a Saturday night “See ya….we’ll be home at 2am” conversation with our 3 teenage kids, these posters will come in handy. So much easier to absorb than my lectures!
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As always there’s a question about effectiveness and ability to change the behaviour of a target demographic that has such a strong drinking culture but in terms of execution and presenting the campaign in a way that will engage with the target audience this is great!
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Congrats to the AWARD School finalist
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