How To Drink Properly launched with a staggered series of animated web-films through social media channels.

They introduced a suave, aspirational figurehead that bestowed cheeky words of wisdom upon amateur drinkers, instructing about 2 ways to drink – the ‘proper’ way or the embarrassing way.

The figurehead’s approach, championing moderation as ‘the realm of drinking excellence’, or relaying how getting ‘fuckeyed’ can damage your reputation, spoke credibly to our target, but also encouraged shares and discussion.

Instagram drinking tips provided real-time advice – relevant tips were shared during key drinking occasions. Custom handwritten tweets also strengthened our one-on-one relationship with community members.

Our unconventional content helped us to establish an ongoing community.

Rather than ignoring our responsible drinking messaging, people shared our content. Facebook engagement rose to 13.3% (511% above the alcohol industry average in Australia).

The campaign created 43 million+ earned media impressions and started 12,000+ conversations.

From tagging friends to self-reflecting, every time someone shared our content they made the advice relevant to their lives. Instead of coming from an organisation, our message was contextualised and came from a friend.

The How To Drink Properly community continues to grow, and is the most influential anti-drinking campaign in Australia to date.