One of the most important problems affecting Ecuadorian youth is alcoholism. A great part of them live, literally, trapped inside a bottle. With this stunt, we proved to thousands of youngsters that, thanks to Alcoholic Anonymous, there’s a way out. AA needed to help young people in Quito realize the terrible consequences of alcohol abuse, and the opportunity to leave that addiction that this organization represents.

Instead of a typical communication campaign, we made a young boy live for some days inside a huge bottle. This bottle was placed in the middle of a busy square in Quito, full of bars and clubs. On the bottle, close to their phone number, you could read: Alcoholic Anonymous, there is a way out.

During that week, the phone calls Alcoholic Anonymous received increased in 7,5%. Information about new people who joined their meetings is confidential.