The combination of drunk messaging and autocorrect is one that most young people can relate to, and this was the perfect insight to get more signups to a charity that is all about not drinking for a month. We wrote or scripts with this cultural insight in mind, so they don’t necessarily make sense on paper but they are talking to a younger audience in a language they all understand and relate to.

After a few to many alcoholic beverages our phone’s autocorrect text system often proves very difficult to navigate and sometimes we end up sending text messages that make little to no sense. We used this problem as our main insight for the campaign.