One More is Sometimes Too Much

Objective

To promote responsible alcohol consumption and reduce heavy-episodic drinking.

To encourage individuals—particularly adults aged 18–49—to reflect on their consumption habits, recognise their limits, and make more conscious choices in social settings.

To raise awareness and foster behavioural change by highlighting how small decisions can influence overall consumption and wellbeing.

Description

The One more is sometimes too much campaign is a digital awareness initiative designed to promote moderate alcohol consumption through relatable messaging and engaging visual storytelling. Developed on the basis of pre-campaign research into alcohol consumption habits in Hungary, the campaign responds directly to current behavioural trends and social contexts.

The central message highlights a familiar situation—when “just one more drink” can lead to unintended consequences—and encourages individuals to remain mindful of their limits. The concept was brought to life through a distinctive, cartoon-inspired creative approach, combining humour and everyday scenarios to make the message accessible and engaging.

The initiative was implemented through a multi-channel digital communication strategy, including:

social media campaigns on Facebook, Instagram and TikTok
influencer partnerships with content creators (Emma Nagy, Tiktok content, Laura Lackner, Tiktok content, Csingisz Dordzsceren, Tiktok content, 1st Instagram content, 2nd Instagram content, Henrik Huszár, 1st Tiktok content, 2nd Tiktok content, Instagram content)
website content hosted on italmertek.hu
press relations and media outreach (including radio, print and TV)

The campaign was supported by a dedicated website acting as a central information hub, where users could access educational content and campaign materials. Continuous optimisation of digital content and media planning ensured effective audience targeting and engagement throughout the campaign period.

The initiative was structured around a full campaign cycle, including pre-campaign research, a summer activation phase, and post-campaign evaluation, ensuring a data-driven and measurable approach to awareness-raising and behaviour change.

Partners

influencers Emma Nagy, Laura Lackner, Csingisz Dordzsceren and Henrik Huszár.

Results

The campaign achieved strong performance across digital, media and engagement metrics:

Website performance: 5,130 visitors, 5,726 page views and 5,109 new visitors.
Social media performance:
- Facebook: 997,946 were reached. 1,575,853 impressions were generated.
- Instagram: 497,015 were reached. 845,834 impressions were generated.
Influencer campaign: Content had over 1 million views. The average reach per influencer content was 109,195.
Media coverage: 40 press appearances. Over 4.6 million were reached in total.

Measurement & evaluation

The campaign was designed and assessed using a research-based methodology, including pre- and post-campaign surveys conducted among a representative sample (300) of 18–49-year-old internet users in Hungary. The campaign launch survey was conducted between March 27 and April 3, 2025, while the closing survey took place between September 4 and 11, 2025.

Results demonstrate a clear impact on awareness and behavioural intentions:

Individuals exposed to the campaign were three times more likely (70%) to reflect on their alcohol consumption habits, compared to 22% among those not exposed.
71% of those familiar with the campaign felt encouraged to change their behaviour, compared to 32% among those who had not seen it.

Additional findings confirm broader behavioural trends:

Increased openness to alcohol-free alternatives (from 61% to 73%)
Greater awareness of moderate consumption, particularly among younger audiences

The evaluation highlights the effectiveness of combining research-driven messaging with digital and influencer-based communication to influence attitudes and encourage more mindful consumption behaviours.