Binge

Background

Getting drunk is a bonding experience that plays a central role in how young people socialise. It adds excitement and unpredictability for an age group who live for the moment. This campaign challenges 18-24 year olds who drink excessively to consider the consequences of their actions on a night out. The core creative idea is a question which leaves the audience to decide whether their behaviour is acceptable or not; summarised in the line ‘You wouldn’t start a night like this, so why end it that way?’

The fully integrated campaign succeeded in talking to a sizeable new audience that had previously been disengaged. COI tracking results demonstrated we significantly outperformed the norm. Amongst our target there was a 42% increase in levels of negative association with binge drinking post campaign. 67% of respondents agreed that the campaign “made you think more carefully about your drinking behaviour”.