Children tell parents not to let them drink in ‘Alcohol Think Again’ campaign
Curtin University’s alcohol programs team has told parents to “be a parent” and say no to letting their children drink before they turn 18.
The ad, which was developed by 303 MullenLowe Perth, aims to reiterate the importance of delaying adolescent alcohol consumption and features a group of school children asking their parents to say no to letting them drinking underage.
The ad sees teenagers asking their parents to say no to drinking now even though they may slam doors in their face.
John Linton, planning director at 303 MullenLowe said in a statement: “We wanted to focus on the pressure parents feel when it comes to letting their underage children try alcohol – whether that’s pressure coming from the kids themselves or because of a belief that it’s ‘what other parents do’ – because research showed it had a significant influence on their ultimate decision-making.”
Richard Berney, ECD at 303 MullenLowe, added: “At the heart of this idea is children asking their parents, to be parents. I have two adolescent children, and their powers of persuasion are surprising and relentless. To me, this idea was the one that held me – my kids ultimately need me to say ‘no’.”
The campaign will roll out across TV, cinema, social media, digital and print.
Credits:
- Curtin University’s Alcohol Programs Team at the Public Health Advocacy Institute of WA (previously the McCusker Centre for Action on Alcohol and Youth)
Julia Stafford: Research Fellow
Danica Keric: Research Associate
Mental Health Commission
Senior Project Officer: Hannah Samsa
Date 14th November 2018
Manager – Public Education and Health Promotion Programs: Christine Yeang
Project Support Officer: Laura Moniodis - 303 MullenLowe
Executive Creative Director: Richard Berney
Copywriter: Melita Masters
Art Director: Bianca Galan-Dwyer
Producer: Rozanne Fretz
Planning Director: John Linton
Client Services Director: Todd Baker
Copywriter: Molly Cathcart
Strategic Planner: Milica Djurovic - Production: Beautiful Pictures
Producer: Kate Downie
Director: Jess Bluck
Post Production: The Office of John Cheese
DOP: Patrick O’Sullivan
Sound: Nick Gallagher – Brainestorm
Photographer: Sam Harris Photography - Media Agency: OMD WA
Account Director: Emma Groves
Account Manager: Molly Trumble
Digital Account Manager: Samantha Marx
This isn’t an idea, is it.
It’s an execution with no idea.
And worse, it’s the strategy in a script.
Why PR this dross?
The issue deserves more actual creative thought.
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How much longer do we have to see this on tv? One of the most annoying ads I’ve seen in a long time. So I just change the channel until it’s over.
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