Drinking alcohol is part of the social and cultural life of many communities around the globe. People enjoy drinking in social occasions as part of their lifestyle. However, drinking too much can cause harm to themselves and to people around them, which is why all alcohol companies promote drinking responsibly.
A world’s leading premium drinks company, has taken this responsibility to the next level, by working with prevention programs and different communication efforts to actively pursue a change of attitude and behavior.
This company discovered through research that the message of different communications and activities didn’t fully grab the attention of young adults because they simply have seen too many ads about it, or the ads sound like boring “mom´s talk”. People themselves often do not realize that they drink a lot, and never admit that they could lose control after drinking. They see what happens to other people, to their friends, and think it would never happen to themselves. These young adults don’t like being treated as children, as if their mums were scolding them about not being responsible or not drinking at all.
In the meantime, the “do not drink and drive” message has proved effective because it talks about not being fool and risking their lives, without talking about losing control. Now, the leading alcohol company is looking for a new way to talk about responsible drinking that’s relevant for young people, so they would change their attitude and behavior when consuming alcohol beverages.
Can you help find the right relevant message for young adults?
In an original and engaging poster, convince young adults that they should change their attitude towards drinking responsibly, without turning them off.
- #1 Prize €2,500
- #2 Prize €1,000
- #3 Prize €500