ALAC Campaign - James & Ella

WHAT IS THE ISSUE?

An increased rate of sexual violence amongst teenagers occurs during elevated times of risk in the Western Bay of Plenty, such as ball season, especially when alcohol is included in the mix.

WHAT WAS THE MARKETING CHALLENGE?

To create awareness amongst parents that it is essential to have an action plan when it comes to your child and alcohol. To target the key area of the problem directly– parents buying for their children – through distribution at liquor stores

THE CONSUMER INSIGHT

Society lives by the motto: ‘It will never happen to me’. This attitude was reinforced through focus groups where both parents and teenagers expressed their worst fears of injury, sexual violence and rape or death; but also their naivety that it wouldn’t happen to their children or themselves.

THE CREATIVE SOLUTION

We designed a campaign that reflected a parent’s worst fears and offered them a solution, the importance of an ‘action plan’ to keeping their children safe.

• James and Ella were created and applied to point of sale posters and wobblers, – your son, your daughter. ANY parent could look at these posters and see their own child. We wanted the imagery to be evocative and meaningful. We wanted consumers to see these images and feel an element of guilt, shame, fear, responsibility or all of the above.
  
• Posters and point of sale wobblers were placed on fridge doors as a constant reminder for parents as they went to buy that ‘harmless four-pack’ or ‘dozen beer’.
  
• Back of Bay Hopper buses were also purchased for two months and ran a route that stretched from Pyes Pa to Papamoa to reach the maximum audience.
  

THE RESULTS

A3 and A4 posters and wobblers were distributed into more than 80 off license liquor outlets in the Western Bay of Plenty.

Manukau City Council saw the ALAC campaign and ordered posters and wobblers for 180 outlet agencies throughout the Manukau region.

CLIENT COMMENT

Michael Mills,
Tauranga Safe City Coordinator