Young Women and Alcohol Campaign

A colleague just mentioned this campaign to me by the Queensland  government. The campaign was directed to 18-22 year old women and was intended to help women reduce harmful alcohol consumption by empowering them to make their own decisions and say no when they want.

The campaign was developed by Redsuit Advertising which says: “the campaign didn’t focus on the negatives of drinking. Young women are exposed to the negatives every Saturday night. Rather through research we concentrated on finding out where alcohol fits in the lives of young women. This led to a more positive proposition that empowered women to make up their own mind about when and how much to drink.”

The campaign was delivered between 2004 and 2007 through a mix of media including cinema, television, radio, magazine, convenience and outdoor advertising, but you can still view clips on YouTube. Read more about the campaign outcomes here.