The Brand Agency shows risks of giving alcohol to teens in ad for WA Drug and Alcohol Office
The WA Drug and Alcohol Office is highlighting the risks of supplying alcohol to young people in a new ad from The Brand Agency Perth which shows the impact of underage drinking from the perspective of real people who see the damage first hand.
The ad features a paramedic, a taxi driver, a school psychologist and a paediatrician talking through their experiences of alcohol use amongst young people. It ends with the message “We all want to see our children reach their full potential. That’s why no one should supply alcohol to under 18s.”
Group account director Nick Bayes said: “While most people are aware of some of the short term risks around young people drinking alcohol, many still don’t see that alcohol can seriously affect the developing brain.
“This new campaign goes to the heart of the issue that supplying alcohol to under 18s increases their risk of physical, emotional and developmental harm.”
The ‘Alcohol. Think Again’ campaign, which is spearheaded by state-wide TV and cinema ads, has been timed to coincide with the run up to Leavers’ Week as graduating Year 12 students celebrate the end of highschool.
It follows on from last year’s ad which revealed how alcohol can affect the developing brain with the tag line “Under 18. No alcohol. The Safest Choice.”
Supporting the TV spot are press, posters, online advertising and the Alcohol. Think Again website.
Credits:
- Director: David Rittey
- Producer: Selin Yaman
- Production Company: Exit Films, Melbourne
- Editing and Finishing: The Butchery and The Refinery, Melbourne
- Sound: Brad Habib, Soundbyte
- Senior Art Director: Steve Lorimer
- Senior Copywriter: Murray Laird
- Creative Director: Craig Buchanan
- Agency Producer: Gemma Kay
- Account Director: Natalie Pearson
- Group Account Director: Nick Bayes
- Planning Director: Paul Yole
- Client: Eleanor Costello and Hannah Samsa, Drug and Alcohol Office
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There is a cliche about bolting stable doors. It’s not so much that people have stopped listening to cliches, it’s just that they have become such a common hand out in the constant effort to be seen and heard to be taking the right actions for the, so called, good of society.
Human beings don’t simply become able to tolerate alcohol on the dawning of their eighteenth birthday, and though I am not a medical practitioner, I am almost sure that there is no reason that alcohol in small occasional doses should be seriously damaging, even at quite an early age.
Social education, good parenting and effective law enforcement, should be the team to tackle the problem. The suggestion that this horror can be controlled at supply, is lame and naive in my opinion.
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