HOW TO DRINK PROPERLY came to life in social channels, targeting youth in real time when they were out drinking. We chose illustration to ensure cut through on photo heavy social feeds. With paid media driving people to follow us, we created and grew a community with which responsible messages could be shared with going forward.

Educational in nature yet ironic, profane and culturally sharp in delivery, the campaign inspired people who’d usually ignore a responsible drinking campaign to find us online. Each illustration brought to life a risk or tip associated with drinking, with impact and style.

The engaging and unconventional content helped us to establish an ongoing community with which to share our message. Post campaign analysis showed that as a result 81% of 18-24 year olds are now thinking about the benefits of moderating, and 71% were reflecting on the way they currently drink.

The campaign started 12,000+ conversations on social media, succeeding in creating a dialogue around moderation.

The tone and style of the illustrations meant that our message didn’t feel like it was coming from an organisation, and has helped etch the act of ‘drinking properly’ into drinking culture.