The New South Wales Government has embarked on an advertising campaign focusing on alcohol-fuelled violence, over the weekend. The campaign formulated by JWT Sydney, with key message ‘Stop Before it Gets Ugly’ targets potential victims and those who can influence their behaviour to reduce the number of people that are victims to alcohol-related acts of violence in the region.
JWT Sydney’s General Manger, Jenny Willits said, “The challenge is that few people see themselves as a potential aggressor or victim and that drives self exclusion from messaging.”
“The strategy therefore is to talk to people about something they do acknowledge – their drinking behaviour – rather than talk about violence. We don’t ask them to stop drinking or stop having fun; but rather to be aware that there is a tipping point when alcohol consumption can change their behaviour. The aim is to persuade them to think about stopping or slowing down before they reach that point,” Mr Willits added.
“Our primary target included young men aged 18 to 35 who regularly go out drinking with their mates. They are decent, likeable guys who wouldn’t normally behave in a violent or anti-social way, but need to be reminded that with too many drinks, things can quickly turn ugly,” said JWT Sydney Executive Creative Director, Simon Langley.
The tagline ‘Stop Before it Gets Ugly’, also highlights other consequences of losing control including legal, social and emotional implications. The campaign will be run under two heads– ‘Aggressor’ and ‘Influencer’, which will grab the attention of audience to drive home the effect that drinking beyond your tipping point can have, by using the perspective of an injured victim of an alcohol fuelled act of violence, Mr Langley added.
The advertisement uses victim’s perspective to deliver its message by employing TVCs, OOH (out of home) activity including standard sites and specially-built mirrored panels depicting a goal cell), in-venue activity including ATMs in pubs, clubs, bars, posters and coasters. Further, social media includes paid advertising on Facebook to prompt behaviour change at key times.
Executive Creative Director: Simon Langley
Creative Director: John Lam
Creative Group Head: Laurie Geddes
Executive Planning Director: Angela Morris
Account Management: Anne Gibson, Rachel Wintle
Producers: Amanda Slatyer (Broadcast), Rachel Townsend (Print)
Director: Michael Spiccia (Good Oil Films)
Photographer: Simon Harsent
Media: Universal McCann
Production: Good Oil Producers – Juliet Bishop (EP), Ben Scandrett-Smith (Producer)