DrinkWise and The Monkeys tell parents ‘It’s okay to say nay’
DrinkWise has launched a new campaign to remind parents of their role in protecting their teenagers from risk associated with underage drinking.
The Monkeys, part of Accenture Song, worked closely with the Drinkwise team to create the campaign, with guidance from experts in research, public health and medicine.
Directed by Tom Rogers at Guilty, the campaign highlights the decision many parents face when talking to their teens about alcohol.
In the campaign’s leading 45-second spot, a teenager boy arrives home from school and greets his father in the kitchen, posing that “Josh’s dad might be giving him some drinks for Friday”. An imaginary round table discussion plays out in the father’s head as his personalities debate the correct response. Landing on the fact that ‘87% of parents don’t give their teenagers alcohol’, the father announces the answer is ‘nay’.
DrinkWise chief executive officer, Simon Strahan, said: “This campaign taps into social norms to show it’s really important that parents know an overwhelming majority of other parents don’t supply their underage teenagers with alcohol – so they can be confident in saying no – and that an overwhelming majority of underage teenagers don’t drink so they can have that conversation with their kids and help them make the smart choice.
“Education is critical and DrinkWise is committed to working with parents to help look after the next generation.”
The Monkeys chief creative officer, Ant Keogh, said: “Armed with the right information, parents are pretty good judges of what’s right for their kids. We knew some parents were feeling some pressure to supply alcohol because they assumed other parents were doing it so we wanted to give them the facts and the confidence to say nay.”
The campaigned launches nationally this week across television, social, radio and online.
Credits
Client: DrinkWise
Chief Executive Officer: Simon Strahan
Marketing Director: Nathan Kent
Corporate Affairs Director: Carla Tatulaschwili
Behavioural Insights Manager: Dr Jenny Liao
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
General Manager: Sophie Gosper
Senior Planner: Dave Collins
Senior Copywriter: Jono Aidney
Senior Art Director: Gabe Woodmansey
Junior Art Director: Matthew Chen
National Head of Production: Romanca Mundrea
Senior Producer: Eliza Malone
Content Director: Allan Carlow
Content Manager: Isaac Montebello
Production: Guilty
Director: Tony Rogers
Executive Producer: Jason Byrne
Producer: Victoria Schaw
Production Coordinator: Jack Davies
DOP: Aaron Farrugia
Art Director: MacGregor Knox
Costume: Steph Hooke
Hair & Make Up Design: Lou McLaren
Casting: Chameleon Casting
Offline: Tim Parrington
Grade: CJ Dobson
Online: Jamie Scott
Sound: Squeak E Clean Studios
Engineer: Paul Le Couteur
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