Balancing act.
Words only hurt or offend if you suspect that they could be true. So a doting father who does everything for his kids, would look at this ad and not recognise himself in it.
But someone who drinks too much and suspects drinking might be affecting his family life is more likely to sit up, take notice and engage with the drink awareness programme. Which is exactly what the outcome was.
Striking a balance.
Heavy drinkers don’t take advice too kindly. They don’t really care what it does to their health therefore shock tactics can aim wide of the mark.
So what if they could see what their behaviour looked like through the eyes of their loved ones? Would they listen then?
With record engagement in the programme, apparently so.
TV Campaign.
We were told by the client that our TV ads ‘mam’ and ‘dad’ really struck a chord and the response to the website during the time the TV was aired was amazing.
It won a number of Roses and IPA Best of Health awards so I guess it struck a chord with quite a few awards juries too.
Radio.
By using brutally frank ‘Clinton Cards’ type poetry narrated by children we helped heavy drinkers seek advice and take steps to cutting down. It worked to great effect.
It also worked on a panel of awards judges and earned a much coveted Radio Advertising Award.
Agency: Different, Newcastle.
