Diageo, the producers of Smirnoff, Captain Morgan and Guinness, have launched an online campaign ‘Think How You Drink’ aimed at reminding young people that excessive drinking can be embarrassing. The aim is to reach a million youngsters across Europe and joke them into thinking about their drinking habits.
The film, captured on a cell phone and created by Marmalade Film & Media to be hosted on YouTube, shows some funny-if-its-not-you clips of people who’ve had way too much to drink; swaying from side to side, trying (failing) to put shoes back on and toppling over face first. It’s reminiscent of Monty Python and the Ministry of Silly Walks. A voiceover describes the clips as ‘the nominations for this year’s most embarrassing performance in a drinking role’. It’s followed by the ‘Ask Dave’ alcohol calculator designed to help keep track of how many units have gone down the hatch. It’s the ultimate digital hangover!
According to FemaleFirst 40% of women are embarrassed by drunken photos and 40% of 18-24 year olds have asked friends to remove incriminating photos and videos from social media sites. A massive 65% of this age group say they judge friends or colleagues based on photos of a drunken night out.
‘Think How You Drink’ deliberately uses humour; it’s tricky ground for such a serious subject but is much more likely to get through to the target age group than anything too preachy. It’s a warning that drinking too much can make you look really ridiculous and that, in the age of the smart phone and the eagerness to share what we’re doing when we’re doing it, it can have far wider implications than short term embarrassment.
At the other end of the scale, in terms of being memorable, the most effective drink awareness campaigns for me were dreamt up by FoxP2 in South Africa which have stayed with me – this one gave me nightmares for weeks!
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