Description:

Lion is committed to reducing alcohol-related harm within communities in NZ. Stricter drinking laws and growing interest in overall health and wellness had 47% of Kiwis looking to make changes to their drinking habits. How could we educate people on how alcohol affects the body and mind, and empower them to make smarter drinking choices?

Alcohol & Me, an online learning resource, was first created in 2013. While the truth of the information provided remained steadfast, the site itself was falling behind the times and missing opportunities for engagement. The original site wasn’t built for mobile, yet an overwhelming number of participants were accessing the site from their smartphones. We had to start again, redesign, and rebuild for a modern audience with high expectations of engagement, involvement, and entertainment.

To bring Alcohol&Me up to speed and meet growing demand, a complete redesign and rebuild was undertaken. A bold, clean and welcoming new look was introduced, using 3D, fluid-filled glass objects with dynamic movement to create an engaging, immersive experience. Bold typography, clean spaces and innovative learning modules optimised for mobile engagement made learning fun and easy to navigate. A standout feature was the interactive blood alcohol simulator using a 3D “time wheel” that tracked how the body processes drinks throughout a night, depending on the number consumed, for both male and female bodies.

Cleaner, more engaging, and crafted for modern sensibilities, the site has become the go-to alcohol education program, helping over 570,000 Kiwis make better, more informed drinking choices, with an average of 500 people visiting the site per day and average time on site of over 7 minutes.