The secretive drinking of the lambs
Alcohol prevention A new poster campaign by cRDDB Basel takes a close look at the effects of risky drinking behavior.
Alcohol prevention A new poster campaign by cRDDB Basel takes a close look at the effects of high-risk drinking behavior. "High-risk drinking behavior" is the technical definition for the few "Cüplis" among girlfriends at the disco or the loud toasts among real men at the regulars' table. "Look at yourself and not too deep into the glass" is the text from cRDDB Basel for the Federal Office of Public Health's new poster campaign. The new campaign runs under the motto "Everything under control" and aims to show how people can be tempted to have one too many drinks at social gatherings. The now familiar campaign glass developed by cRDDB is intended to guarantee visual continuity for the campaign. This is the fifth time that the advertising agency cRDDB has been responsible for the Federal Office of Public Health's alcohol prevention campaign, which was launched in 1999, and the new posters stand out thanks to their sober limitation to a magnifying glass effect. The words associated with general drinking behavior, such as "going out", "full of relish" or "weekend", are placed behind a glass of alcohol in such a way that negative syllables such as "end", "full" or "ko" appear as eye-catchers thanks to the magnifying effect of the glass.
These messages are intended to counteract the desire for intoxication in accordance with the prevention campaign's mandate. It "takes a close look" at how initially normal situations can turn negative if alcohol consumers do not take care of themselves. The campaign, which is also supported by the Swiss Center for Alcohol and Other Drug Problems, therefore does not want to take a fundamentally anti-alcohol stance, but rather propagate the message "Drink with moderation", as Hans Tanner, CD at cRDDB, explains.
Accordingly, the posters are also aimed at a broad target group. "We want to appeal to young alcopoppers in the disco as well as older beer drinkers at the regulars' table," says Tanner. In the religious war over shock images in prevention advertising, the concept developer deliberately did not work with deterrent subjects for this campaign. "Addictive behavior has something to do with mental consent," Tanner is convinced. His ideas are therefore intended to encourage people to form their own opinions on the subject of alcohol.
The posters are used throughout Switzerland. To ensure that the wordplay works, the agency also had copywriters of Italian and French native speakers work on the subjects. In addition to posters with general arguments, various special posters have also been designed for use in prominent locations. A poster with the enlarged "weg" for the word "wegtreten" is displayed in barracks squares. A poster with a large "aus" for the word "Führerausweis" can be found in parking garages. "No" for "snowboarding" is intended to encourage moderate drinking in ski resorts.
In contrast to the public posters, the new cinema spot for the 2003 campaign is "media-friendly", as Tanner says, and is particularly tailored to the young cinema audience. The film "Herd instinct", which will be shown in over 450 cinemas throughout Switzerland from February 13, uses three simple symbolic scenes in the group to compare young women drinking in a lounge and men in a garden pub with sheep in a herd. Just as the sheep in the flock have no will of their own and therefore show no individual behavior, drinking in a human group is often determined by others, as in a herd. The commercial uses this animal comparison to humorously encourage people to make their own decisions instead of mindlessly following a "leader" and giving in to peer pressure.
The campaign is supported by the website www.alles-im-griff.ch. The information section provides professionals, those affected and those seeking help with detailed information and further links. In "The Club", a young audience can playfully find further interactive offers, links and prevention messages. The electronic game "Spacebar", launched in March 2002, has already reached the "magic number" of 140,000 downloads.
Lambing along is to be frowned upon among young people.
Andreas Panzeri
These messages are intended to counteract the desire for intoxication in accordance with the prevention campaign's mandate. It "takes a close look" at how initially normal situations can turn negative if alcohol consumers do not take care of themselves. The campaign, which is also supported by the Swiss Center for Alcohol and Other Drug Problems, therefore does not want to take a fundamentally anti-alcohol stance, but rather propagate the message "Drink with moderation", as Hans Tanner, CD at cRDDB, explains.
Accordingly, the posters are also aimed at a broad target group. "We want to appeal to young alcopoppers in the disco as well as older beer drinkers at the regulars' table," says Tanner. In the religious war over shock images in prevention advertising, the concept developer deliberately did not work with deterrent subjects for this campaign. "Addictive behavior has something to do with mental consent," Tanner is convinced. His ideas are therefore intended to encourage people to form their own opinions on the subject of alcohol.
The posters are used throughout Switzerland. To ensure that the wordplay works, the agency also had copywriters of Italian and French native speakers work on the subjects. In addition to posters with general arguments, various special posters have also been designed for use in prominent locations. A poster with the enlarged "weg" for the word "wegtreten" is displayed in barracks squares. A poster with a large "aus" for the word "Führerausweis" can be found in parking garages. "No" for "snowboarding" is intended to encourage moderate drinking in ski resorts.
In contrast to the public posters, the new cinema spot for the 2003 campaign is "media-friendly", as Tanner says, and is particularly tailored to the young cinema audience. The film "Herd instinct", which will be shown in over 450 cinemas throughout Switzerland from February 13, uses three simple symbolic scenes in the group to compare young women drinking in a lounge and men in a garden pub with sheep in a herd. Just as the sheep in the flock have no will of their own and therefore show no individual behavior, drinking in a human group is often determined by others, as in a herd. The commercial uses this animal comparison to humorously encourage people to make their own decisions instead of mindlessly following a "leader" and giving in to peer pressure.
The campaign is supported by the website www.alles-im-griff.ch. The information section provides professionals, those affected and those seeking help with detailed information and further links. In "The Club", a young audience can playfully find further interactive offers, links and prevention messages. The electronic game "Spacebar", launched in March 2002, has already reached the "magic number" of 140,000 downloads.
Lambing along is to be frowned upon among young people.
Andreas Panzeri
