The Drinking Tales Rationale:
Our Concept formally known as The Drinking Tales addresses young parents on the dangers of underage drinking. Our stories show innocent and familiar characters that are given alcohol by someone they trust. This flips the narrative of the story and leaves the characters without their fairy tale ending. The reason for making use of familiar characters is because at a younger age, children are more likely to grasp their habits from their surroundings. We believe that in order for a child to grow up and be happy, healthy and successful, it is key that they have a good foundation and are surrounded by positive individuals.
The lessons we learn as children are lessons that are going to pave our futures. Today children receive most of their language and knowledge from the television, Parents will place their kids in front of the television to keep them busy and entertained while they work but, what If characters such as Alice, Jack or Cinderella had to drink their problems away or boost their self-confidence by the consumption of alcohol then this would be sending off the wrong message to children.
It is up to a parent and it is their responsibility to educate their children and themselves on the dangers of alcohol and how they can prevent underage drinking. We feel that using the familiar characters will take these parents back to when they were younger and show them what they are teaching their children and how they are negatively disrupting their development.
As it stands alcohol affects 50% of Children in south Africa, it is crucial that children get the correct upbringing and correct education that teaches them about what alcohol can do to their current and future lives. We are the future leaders and it is up to us as both designers and individuals to start building a better and stronger future for the generations to come.
