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

Instead of an instructive and irrelevant speech for the youth, the Uruguayan Ministry of Health gave them a good reason not to drink alcohol: Free Pass, tickets to their favourite night clubs.

The promo achieved, hundreds of young people not drinking alcohol before getting the Free Pass. And what is even more important, not drinking alcohol was a choice of young people, attracted by the proposal of the promotion.

Data gathering

We identified a concrete benefit that young people value as much as (or more than) drinking alcohol in the pre-game: getting in free and with VIP treatment (no queues or having to wait).

Target audience (consumer demographic/individuals/organisations)

Young people (men and women) aged 15 to 25.

Approach

We generated a real exchange between behaviour that the government wants to promote (lowering alcohol consumption in the pre-game) and a benefit that young people want to enjoy (entering nightclubs for free). That way we made sure that they enter the nightclub without having had a drink, and we cut by at least 50% the number of hours spent consuming. Furthermore we limited consumption to nightclubs, a more controlled environment than the streets.

Call to action

We gave away tickets to the country’s top nightclubs to those young people who recorded a breathalyzer result of zero at the door.

1 in every 4 young people was intoxicated by alcohol in the last 15 days.

Situation

Alcohol intoxications are one of the principal health problems in young people from 15 to 25 years of age. The problem is more acute in the moments prior to entering nightclubs, which is when most alcohol intoxication occurs.

Brief

The Uruguayan Ministry of Health identified the most problematic moment in alcohol abuse as the pre-game before entering nightclubs, and asked for a campaign in order to prevent alcohol abuse by young people aged 15 to 25.

Objectives

Diminish alcohol consumption in terms of intensity and frequency, by means of an initiative that spotlights the theme and includes both the target community and society as a whole in raising awareness of the risks that drinking carries.