DrinkWise Australia encourages ‘classy drinking’ in new animated online campaign

DrinkWise Australia has launched a new animated online campaign highlighting the differences between an experienced and amateur drinker aimed at moderating young adults’ binge drinking behaviour.

The new animated campaign, from Clemenger BBDO Melbourne, features a Don Draper type character who talks about ‘drinking properly’ and encouraging people distancing themselves from ‘amateurs’ and to ‘remember everyone has their limit’.

DrinkWise CEO John Scott said: “Older adults may find it difficult to understand, but we needed to reach young people in their tone and their language, prompting them to self-reflect and talk about this issue within their peer groups which are heavily influenced by social media.”

It is supported with a dedicated website which hosts the video content and a message, and the warning: ‘it’s classy as f*ck’. 

DrinkWise Ambassador, Dr Andrew Rochford said” “Drinking – Do It Properly builds on the very successful (Clemenger BBDO Melbourne) Kids Absorb Your Drinking campaign. This ground-breaking campaign challenges young adults to think about drinking properly to stay safe.”

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The ‘Do It Properly’ campaign will use social media, a dedicated website, on-premise activations and selected outdoor media and a strategic rollout plan to the communicate the drink safely message to the target audience.

DrinkWise Australia is an independent, not-for-profit organisation focused on promoting change towards a healthier and safer drinking culture in Australia.


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