NSW Government
Stop Before it Gets Ugly
AWARDS - Australian AWARD Awards, Australian Effies
Following an epidemic of assaults and two high profile deaths in quick succession, the NSW Government was compelled to tackle the issue of alcohol-fuelled violence.
Our mission was to raise awareness, change attitudes, and drive behaviour change amongst 18 to 30 year old men – a group notorious for ignoring risk messaging.
The insight came from tapping into a truth that even young guys acknowledge – there’s a difference between “happy drunk” and “too drunk”. This concept of a “tipping point” was encapsulated in our creative idea: Stop before it gets ugly.
The campaign worked on two levels. First we raised awareness and changed attitudes with a TV, online, cinema, and out-of-home campaign.
Then we prompted behaviour change at key points in the drinker’s journey, from social to transit to in-venue.
