VCCP has launched an innovative and integrated digital anti-binge drinking campaign, targeted at 18-24 year olds, as part of the Home Office’s drive to reduce alcohol harm.
The campaign stems from the overarching VCCP creative idea of ‘You wouldn’t start a night like this, so why end it that way?’ and has been executed digitally in a number of interesting environments. This includes handheld style video banners, a 60” live action viral and a landing page with interactive video content and practical tips on how to enjoy a night out whilst staying safe.
The campaign is amplified and supported by digital advertising placed by i-Level; a viral seeding campaign by Rubber Republic; and a Bloggers outreach program by VCCP to encourage word of mouth.
The campaign was unveiled at an innovative window display on Long Acre in central London, where passers-by are able to download the viral via a Bluetooth connection at the site. A team of street marketers will be on hand to engage the target audience face-to-face to reinforce the campaign messages. There are plans to recreate the shop window display in town centres up and down the country.
The digital campaign by VCCP was written and art directed by Adam Lawrenson and Benjamin Moreno. The Creative Director was Steve Vranakis.
Home Secretary Jacqui Smith said:
“I am not prepared to tolerate alcohol fuelled crime and disorder on our streets.
This new campaign will challenge people to think twice about the serious consequences of losing control through drink. Alongside the other tough measures we are taking to tackle binge drinking, it will encourage them to change their behaviour.”
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Notes to Editors
- You can view the Viral and TV ads at http://www.youtube.com/user/knowyourlimits2
- The Landing page for the campaign is at: http://wouldyou.direct.gov.uk/Flash.php
- Online advertising is running across a range of sites including LastFM; Channel Four & MySpace from June 19th 2008 to October 13th 2008.
- The window display will run for two weeks at 69-76 Long Acre, Covent Garden, London WC2E 9JH.
- Binge drinking can be defined as drinking too much alcohol over a short period of time, which typically leads to drunkenness, and drinking deliberately to get drunk. This is usually identified as drinking over six units a day for women or over eight units a day for men. In practice, many binge drinkers drink substantially more than this level or drink this amount too quickly. Binge drinking is a major factor in accidents, violence and anti-social behaviour.
- The British Crime Survey shows that 46 per cent of victims of violent incidents believed the offender to be under the influence of alcohol and 18-24 year-olds are most often associated with alcohol related offences.
For further information, please contact:
VCCP
Peter Grenfell, Account Director
5th Floor Greencoat House Francis Street London SW1P 1DH
telephone: +44 (0)20 7592 2914
email: petergr@vccp.com
