drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Think How You Drink ”
COUNTRY European Union
TIMING 2013 > 2014
THEME
Responsible drinking

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Marmalade
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OBJECTIVE

  • To encourage young people to take a personal responsibility for their behaviour.  
  • To reach out to young people across Europe to help them with their drinking habits. 
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DESCRIPTION OF THE INITIATIVE

  • Informed by research into the most effective engagement techniques for young adults, the campaign uses a video to illustrate the effects of drinking to excess.  With a mix of humour and strong messaging, “Think How You Drink” aims to appeal to young adults sense of pride or reputation among peers by demonstrating the shame and embarrassment that comes with irresponsible behaviour.  
  • Thanks to the proliferation of social media and an eagerness to share images and video to document a night out, young drinkers are increasingly suffering from a ‘digital hangover’ – the shame and embarrassment about being judged based on ‘drunken’ photos and films posted online.  The warning is clear – unless people want to be the next online sensation due to their drunken behaviour they should think how they drink.  To illustrate the message, Diageo has produced a short film featuring some of the most embarrassing drunken walks captured in camera phone and CCTV style.  
  • The campaign features actors re-enacting some pretty painful and embarrassing drunken walks, such as "the power nap," in which a man falls asleep while riding an escalator.  At the end, viewers are directed to the marketer's "Ask Dave" alcohol calculator, which is aimed at helping consumers keep better track of their drinking. Users submit their age, location and drink total.  
  • Launched in June 2013, the campaign also directed people to Diageo's 'Ask Dave' website as a resource to help people make well-informed choices when drinking.  The campaign also featured as part of Diageo’s other responsible drinking initiatives over the course of 18 months, including during Fresher’s Week. 
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IMPACT

  • The campaign was rolled out in Ireland, Germany, Denmark and the Netherlands. 
  • It reached more than 2 million young people across Europe through social media.
  • By the end of the campaign (December 2014) the Youtube video had been viewed over 1,000,000 times.
  • Think How You Drink was also shown to an additional 5.2 million students at 88 UK university campuses.
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EVALUATION

  • The majority of viewers surveyed said they found the video enjoyable, thought-provoking and effective at illustrating the shame and embarrassment drinking to excess can cause.
  • 3 out of 4 said they would tell their friends about the video, and 2/3 said they would show the video to their friends. 
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