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‘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
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