DRINKWISE RELEASES NEXT INSTALMENT OF AWARD-WINNING CAMPAIGN

In Education by Clyde Mooney

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The award-winning ‘How to Drink Properly’ education campaign has taken another step, bringing ‘How to Date Properly’ to the consciousness of young people.

How to date propery_blind date_crpIndependent not-for-profit DrinkWise has been producing the How to Drink Properly messages since 2014. Its aim is to improve perceptions and practises around drinking alcohol, by helping to educate people, particularly youth, around the dangers of abuse.

The carefully constructed, sophisticated messages think beyond the mind of the young drinker and avoid giving instruction or perceptions of authority. This and the stylishly timeless theming of the graphical messages helps them resonate with their targeted audiences.

Working with agencies Clemenger BBDO Melbourne and MediaCom, the latest series seeks to target young people in the dating scene, possibly having early drinking experiences.

“People can occasionally drink too much in awkward social situations as a way of boosting confidence – and dating can be one of the most nerve-racking experiences we face,” says Simon Strahan, DrinkWise marketing director.

How to Date Properly illustrates that while it is okay to drink, alcohol is not the answer to overcome nerves. Slowing their drinking and keeping count of drinks, knowing when to stop, enjoying a meal and adding water to the order will showcase their class to prospective partners – and potentially land them that second date.

“This helps set them up for learning to handle alcohol in social situations throughout their lives.”

Going beyond the essential Gen-Y channels of YouTube, Facebook, Spotify and Instagram, the campaign is looking to dating apps such as Tinder and Pedestrian.TV’s new service to bring home the dating message.

“Online dating is relevant for young Australians, so we knew that’s where we should take the conversation,” said Strahan.

The How to Drink Properly ongoing campaign has been lauded for its delivery and efficacy, last year taking out BRW’s coveted Best Marketing Innovation at its Most Innovative Companies Award.