A.A. has always been an important option in the fight against alcoholism. So, finding ways to bring more people to get helped by them is, and it will always be, a marketing opportunity. But very often, ad agencies use this opportunity to point fingers and tell the heavy drinkers the obvious: They are destroying their lives and the life of their relatives. So, this time we wanted to say something else, something that was true to the brand and that could be more of a help for them.

Results were outstanding, as the telephone calls to the AA central station grew in 23% during the month of the campaign and the visits the website were also significantly increased.