The Drinkaware campaign is well into it’s 5 year stint and is constantly adapting the way it challenges the drinking practices of the public. Raising awareness around the negative aspects of alcohol is no small task.
The drinking culture, and the dangers surrounding it, is something that has always seemed to exist, so how are Drinkaware keeping their approach fresh?
The “Why let good times go bad” campaign is a way of tackling the issue with the 18-24 demographic. A balanced approach that doesn’t preach complete sobriety but rather encourages consumers to self-regulate and enjoy alcohol in moderation.
Here is an example of one of the new posters being used. Whilst the wine glass in the middle is a clever touch and the art direction as a whole isn’t terrible, this new style of poster just misses the mark and loses the power of it’s message in the process.
The idea of the poster is that the difference between a great night and a messy night can be a single drink. If more people can identify when that tipping point is then they will be less likely to ruin their evening.
Unfortunately the poster doesn’t quite feel right for the message, especially if you’ve not had it spelt out for you like I’ve just done above.
Another poster in the set seems to have rendered itself completely ineffective by not portraying the negative aspects clearly enough, as one Facebook fan had to question what was happening in the poster:
The previous set of posters were more effective, simply because they felt more direct. For example:
no confusion there…
Of course no recent campaign would be complete with the blind use of any social media channel going, and drinkaware is no exception. They have the usual ‘big three’ of Facebook, Twitter and YouTube, none of which have an exceptional following or particularly strong presence. The strongest is the Drinkaware Facebook page with nearly 20,000 followers, however the ‘good times’ campaign has it’s own separate page with a more modest 565 followers. Pretty poor when you consider that a certain talking Meerkat currently has 785,566 followers on Facebook alone.
The big thing that the ‘Good Times’ campaign is pushing at the moment is the ‘Good Times’ app. A method of keeping track of what you’re drinking, what you’re friends are up to and all round improver of nights out… in an ideal world.
Whilst the concept is lovely, keeping connected on a night out, having taxi numbers available and letting your friends know you’re home safe, the reality is not quite as smooth. The big problem with an app is people’s ability to coherently operate technology after they’ve got a few drinks in them. It’s not an ingrained part of a night out and can be easily forgotten.
There is also the social aspect to overcome. Perhaps more a more common sense approach could be employed rather than tallying each drink during a night. It’s hard to imagine a particularly sociable and enjoyable evening involves counting drinks as they come in. Besides, one night’s light buzz could easily be another night’s vomit-filled disaster.