Our aim with the campaign is very simple: break the fear and shame barrier, making alcoholics feel comfortable and reassured to seek help and contact the AA.

To illustrate our campaign, comprised of ads and OOH, we invited the Brazilian artist Diego Limberti who, in spite of using faceless figures, managed to express the drama behind every alcoholic and, therefore, draw people’s attention to the ads.

The results were outstanding, with phone calls to the AA’s call center rising 28% during the month of the campaign and a significantly higher number of visits to their webpage.