WORK\
Drink Like A Man
May\2008
How do you persuade a nation of young British women who drink alcohol every night that they are harming themselves? Despite the number of UK women aged 35-55 dying of alcohol related diseases doubling over the last 15 years, health-scare tactics just weren’t working. One disruptive approach would, however: show them that even their couple of glasses of wine in the evening could, over time, seriously make them ugly.
We partnered with DASL, a London alcohol concern charity, producing this striking outdoor ad but centering the campaign around a digital application on Bebo. Women could insert a current photo and enter their weekly intake of alcohol. Their face would then alter to show a terrifying, prematurely aged version of what they might look like in years to come.
When the campaign launched it caused a huge amount of controversy and generated an estimated almost £100,000 of unpaid for PR; on radio, press, TV and blogs. One TV show for women covered the topic for a full six minutes. Appealing to a woman’s vanity seemed to be paying off…!
