DRINK ≠ DRUNK
Adobe Awards ADAA - Semi Finalist
DRINK ≠ DRUNK is a Social campaign/Poster series aims to fight against Domestic Violence caused by Excessive Alcohol Consumption. Therefore, the goal is to challenge and inspire Alcohol Consumers to drink responsibly.
Background
Alcohol related crimes have always been a major issue in every parts of the world. In most cases, Stress and Peer Pressure are two main factors that caused people to drink and get drunk, which, in most cases, would lead to unsightly and abusive behaviors domestically.
Target Audience
- Alcohol Consumers who regrets their drunken actions and behaviors when sober.
- Alcohol Consumers with families and loved ones.
- Alcohol Consumers who are stressed or usually get pressured by peers to drink.
Aims
- Challenge and Inspire Alcohol Consumers to drink responsibly.
- Remind them that their actions and behaviors affect their families and loved ones.
Design Strategy and Concept:
Taking the Target Audience into consideration, the posters have to be simple and straightforward. Human Face and Eyes have always been able to capture viewers' attentions and create a strong impact. The main idea for the posters is "Your loved ones remember what you were when you were drunk". The Design concept utilizes the human eyes as video recorders: they see, record and remember. The typography and graphics are kept as simple and straightforward as possible because I want the Focus and Impacts to be the Imageries. The posters utilize images of people from different age groups, genders and races.
