Binge drinking continues to be problematic among consumers of alcohol and is associated with a range of potentially life-altering risks, and poor decision-making. According to the Centers for Disease Control, there are approximately 2,200 alcohol poisoning deaths per year – about six per day. While a prominent problem, binge drinking is a common occurrence and alarming stats and fear tactics don’t always resonate with consumers who aren’t able to picture the dangerous scenarios.

As an industry-leader in alcohol, the company behind “Decisions: Party’s Over” is committed to both social responsibility and responsible drinking. To reach consumers in a new way, the company turned to virtual reality to start a conversation around the dangers of binge drinking and create an impactful campaign that brought to life the dangerous realities associated with overconsumption.

“Decisions: Party’s Over” uses VR to address the dangers of binge drinking by allowing consumers to interact with and toggle between four realistic storylines of characters at a party. The stories of each character unfold as the viewer steps into their point of view and experiences the party from a first-person perspective, following along with how much alcohol each is consuming at the party as the night goes on. One character (Steph) throws a going away party for another character (Greg) to celebrate his upcoming move. His reckless drinking, however, throughout the evening ends in a fatal case of alcohol poisoning. Another character (Jasmine) is sexually assaulted by a fellow party goer (Luke) – binge drinking playing a major part in an all-too-common crime. The stories overlap and play out throughout the night as the viewer witnesses the multiple consequences of binge drinking firsthand.