The Problem: Binge drinking was on the rise amongst young people in Singapore. Most of them were unaware of chat constituted binge drinking.The Challenge: To educate youth on where binge drinking begins without sounding preachy and authoritarian.The Campaign Idea: Always know when to stop.We found people whom most youth would agree had gone too far in one activity and featured them on posters, in print and in broadcast cinema and online viral videos. We drew the youths in with mini-documentaries about people who ‘collected’ piercings and tattoos, or grew their nails to outlandish lengths. We attached our message of “Always Know When to Stop” and drinking guidelines to these videos.

We launched the mini-documentaries in cinemas and online simultaneously, generating buzz amongst young people.Next, we put up posters wherever youths got together to drink, for example around and within popular youth night spots.

At the bar, striking coasters bearing the drinking guidelines served as a reminder of knowing when to stop binge drinking.On the dancefloor, we collaborated with DJs to performed prolonged ‘scratching’ of dance tracks to convey the importance of knowing one’s limits.

Finally, there was also an online contest where youths were tested on the drinking guidelines and rewarded accordingly.

Preliminary results are promising: awareness of the binge drinking limit increased by 37.7%, from 15.2% to 52.9%.However at the time of entry, the full post-campaign results are still being collated.