Had a big one? Not sure what to do next? A campaign for anti-violence lobbying group Step Back Think, gives you a raft of ideas for a safe late night.
Eat a kebab. Do karaoke. Call an ex. None of these are the best idea after a heavy session in the pub, but at least they're harmless. And far better than punching someone in the face. The latest campaign tackling alcohol fuelled violence is taking a different approach.
The 'Let it go' campaign, created by Sydney creative agency Common Ventures, avoids shock tactics to scare party-goers into better behaviour, and uses humour to offer better alternatives for a big night.
Common Ventures copywriter Georgie McCarthy said: “Most young people are already well aware of the consequences of alcohol fuelled-violence – the media and other campaigns have made sure of that. We wanted to be eye-catching without sounding too authoritative and having our target audience ignore the message completely because they feel they’ve seen it all before."
The ads are running on digital outdoor screens in Sydney city train stations,
Credits:
Client: Step Back Think
Agency: Common Ventures
Creative Directors: Brian Merrifield, Jane Burhop
Copywriter: Georgie McCarthy
Art Director: David Charlesworth
Producer: Ashley Kerr
