We gave away free tickets to all youngsters who took a breathalyser test on entering nightclubs and scored 0,0. We interchanged something that the government was looking for (to reduce the intensity of alcohol consumption in pre-games) for something that the young people wanted (entering the country’s top nightclubs for free without having to queue).

Implementation

We put across the message on social networks (used by the target audience), we went out along the beaches where we were going to carry out the campaign and we breathalyzed people at the entrance to nightclubs. Those who hadn’t consumed alcohol were allowed in free.

Timeline

Summer 2016

Placement

Punta del Diablo, La Pedrera, La Paloma, Atlantida: the main seaside resorts where young Uruguayans go.

Scale

We were present at the nightclubs that 4000 people go to per night, generating not only an impact on those who obtained the free ticket but on all those who entered.

Human Impact

1 in every 3 young people entered the nightclub for free without having consumed alcohol.

Reach

Having had no planned coverage in any news media (only in social networks) all of the impact that was generated in the news was thanks to media space that we won. It made news in Uruguay, the region and the world.

Engagement

Society as a whole discussed the theme in the principal media and the program transcended frontiers, showing Uruguay as an example of how to treat health policies.

Sales

100% of available tickets given.

Achievement against business targets

The government took the idea and decided to convert it into a specific program of the Ministry of Health, the National Drugs Board and the Presidency of the Republic in order to keep reducing alcohol abuse among young people. The campaign will be repeated throughout the country and throughout the year.

It is a communication campaign that is turning into a state