"SSS!" Stay Sober, Sis!

A social campaign to discourage binge drinking among young women.

Image from Favim.com

Binge alcohol drinking is damaging your body and even worse for women!

The big idea of the campaign.
The purpose are to inform and remind the negative effects of binge drinking, physical and social.

The communication plan (using the planning tool from Dentsu)

Ambient on mirrors in the female bathroom in clubbing places. The mirrors are altered to a convex mirror to make people look fatter and combined with "sentiments" as copy.

Print-ad to be placed in woman magazine such as Cosmopolitan.

Website with popular-writing-styled content about the topic binge drinking, how it affects the body and mind negatively, and how to reduce it. Integrated to the social media as well, the website acts as an information center about the campaign's activations (events) too.

The event is the new years eve party that's the same as all other party except no alcohol. The idea is to have a clean start, to have fresh body and mind state toward a new year with new positive resolutions. The party will include charity fund-raising through the sales of non-alcohol drinks.

The witty statement bubble for your new year.
After photos are taken, sharing in social media is encouraged for more publicity and awareness.