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Alcohol – Get the A–Z

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  • Proposal for Drink Aware Ad Campaign:
    Drink Aware's main aim is to 'promote the responsible use of alcohol and challenge antisocial drinking behaviour'. The purpose of these ads is to highlight this message while directing people to the Drink Aware website where they can learn more about alcohol and its effects.

    I wanted the campaign to be impactful and memorable. Each ad tells a different story of someone's experience with over drinking. Acronyms are used as a way of telling each story quickly so that the message is picked up easily by passers by.

    Each ad highlights the mistakes people make under the influence of too much alcohol and the damage we can do to ourselves and to other people. The message is sincere. It is one of accountability and regret. Each story is followed by the call to action; 'Alcohol—get the A–Z,'