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About This Project
Summary
In response to rising underage alcohol consumption, and secondary supply by parents in the home, the ‘Keep Their Future Bright’ campaign targeted parents with an empathetic approach. It used values-based messaging, proven to motivate parents, and distinctive creative assets to raise awareness of the dangers of underage drinking. By emphasising empathy and positivity, the Social, Digital OOH and Search campaign highlighted the risks of even small amounts of alcohol consumption for teens?.
Goals & Objectives
The campaign sought to shift beliefs, increase awareness of harms, and reduce the perception that supervised drinking is safe, by using evidence-based messaging and the metaphor of the night sky, symbolising the delicate state of the teenage brain.
Results & Impact
Significantly more parents were aware that ‘disruption of brain development’ (79% vs. 92%) and ‘risk of sexual assault’ (79% vs. 88%) were key harms associated with underage alcohol use after seeing the campaign. Parental approval of providing alcohol to teens also dropped 51% to 33%.
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