The award is the second international accolade for the duo, with the campaign winning Silver at the 2014 Spikes Asia Awards.
‘How To Drink Properly’ was admired for sparking public debate about youth moderation and aiming to change thoughts on drinking.
One third of 18-24 year olds who experienced the campaign said that they drank less on a night out after just three months of its launch in early 2014 and research found 81 per cent of young adults were now thinking about the effects of moderation, with 54 per cent of young adults indicating the campaign gave them a platform to talk to their peers about drinking habits.
The second phase of ‘How To Drink Properly’ was launched by DrinkWise prior to Schoolies 2014 and the holiday season with a series of new animations, on-ground activations at Melbourne and Sydney Airports and Schoolies hotspots, O-Week partnerships with several universities and sponsorship of the popular [V] Island Parties in Sydney Harbour.
DrinkWise Chief Executive, John Scott praised the early and continued success of ‘How to Drink Properly’, saying: “It’s pleasing for a ground-breaking campaign like ‘How to Drink Properly’ to be internationally recognised for its efforts in reminding young Australians to enjoy themselves, but to also be aware of the risks of excessive alcohol consumption.”
“We are determined to succeed where others have failed – talking to the two million or so Australians who are aged 18 to 24 years, in the language they use, via mediums they trust, and providing content they will respond to positively and share with peers.”
For more information, visit www.howtodrinkproperly.com.
2015 APAC Effie Awards Winners
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