We wanted to invite people with alcohol problems to look for help at Alcoholics Anonymous and, at the same time, put an end to a common prejudice: that there are only homeless, unemployed people at AA groups.

The copy uses common problems of alcoholics to get the reader’s attention with a twist, by relating the problem’s solution with an unexpected profession.

For example:

“Can’t start the day without a drink?

Get help from an engineer.”

In this case the engineer that will help you is an AA member. By that, we show that not only we can help you with your drinking problem, but also that there are engineers, doctor, lawyers, architects and all kinds of people ready to help you.

To illustrate the campaign, we put the outlines of different head shapes together to form a single face in order to reflect the plurality of people found in the Alcoholics Anonymous. These heads were all handmade to bring more truthfulness and empathy to readers.

The color of the line matches the copy, concept and the name of the real member used as an example.

To complement the posters we used icons of each individual profession in the background.

The copy is the main weapon to get people’s attention, so we gave it the attention it deserved by giving the right amount of weight to it. Every poster was printed on a special paper to highlight the heads and colors.

4 posters were produced and distributed to AA groups all over the country for them to hang on their walls.

This campaign has been a success on two fronts: People with drinking problems are feeling more welcome to call the NGO, and we are also changing non-alcoholics’ mindset about this problem and the prejudice around it. Some groups even registered a 20% increase in members during the campaign.