Alcohol abuse is a serious issue in South Africa and is deeply rooted in all our social occasions. The abuse of alcohol can have damaging and severe consequences to a person and society.
Between 7.5% and 31.5% of South Africans have an alcohol problem or are at risk of developing one (source: The Demand for Alcohol In South Africa).
The client wanted to target South African alcoholic beverage consumers (pre-mixed/cider/seltzer category), 25-34.
They also knew that audiences perceive messaging about drinking responsibly as a tick box exercise, so the challenge was to find an authentic way of communicating this.