Becky’s not drinking.

Using behaviour change tools, like the stages of change model, allows us to better identify target audiences and improve the chances of developing effective communication strategies and creative executions.

In this instance, finding out where alcohol fitted in the lives of young women helped us to identify a significant number who wanted to reduce their drinking but found it difficult to say no to their friends. This campaign was designed to give them permission to do just that.

Our Role

Strategy

Concept Development

Copywriting

Art Direction

Platforms

Television

Cinema

Out of Home

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