Description:

It's a well-known fact that alcohol is a big part of our society here in New Zealand. We love cracking a cold one with mates or heading out to town to party. However, it isn't so fun when you or someone else crosses the line and kills the mood.
New Zealand has had a long-lasting toxic relationship with binge drinking, so much to the point that two in five 18 to 24-year-olds are considered hazardous drinkers. Binge drinking is defined as consuming, for women, four or more and for men, five or more drinks in one sitting. Drinking at these levels on a regular basis can impose detrimental risks on young people's physical, mental and social wellbeing, as well as posing risks to their peers and communities.

Our audience knows that regular excessive drinking can be harmful, but when asked what would make them stop binge drinking, they answered nothing. We saw this as a challenge to start changing attitudes. We knew we couldn't stop our audience from drinking, after all, it can be a positive and social experience. A different approach was needed.
Like alcohol, music is a core part of a night out. From the upbeat playlist blasting when you're getting ready with friends to the live DJ at the club. We utilised this connection to tell a story, altering the words of favourite songs to ones featuring alcohol-themed lyrics. Through research, empathy and ideation, Beat the Binge was born - a bold and daring campaign encouraging Kiwis, especially the younger generation, to slow their drinking.

Often, alcoholism awareness campaigns use direct and attacking messaging. Young people value authenticity and transparency, and these aggressive tactics can be seen as intrusive. Instead of imposing strict rules, we use relatable, musical-themed copy to connect with our audience. Alongside the copy, we crafted an energetic visual identity, brought to life with bold colours, playful illustrations and a friendly, wobbly character. Through this copyright and visual identity, a loud and lively voice is communicated.
The campaign uses a variety of touchpoints to gain a wider reach. Social media is the focus, curated to directly reach our target audience. When our audience is out and about, they will see posters and billboards as well as in the bars and clubs themselves. A website will also be used as a central hub for information and resources on the campaign and binge drinking.

Beat the Binge takes a unique and positive approach to alcoholism awareness, aiming to curb the toxic drinking culture through humour and connection. This cheeky tone of voice creates an approachable solution, creating a point of difference to other alcoholism campaigns. Beat the Binge is all for having a little fun, but though downing multiple drinks may seem like the cool thing to do, let's queue the next track, not the next drink.