Australian social change organisation DrinkWise has launched a new campaign via The Monkeys, part of Accenture Song, that brings to life the integral role parents play in protecting their teenagers from the risks associated with underage drinking.
Working closely with the DrinkWise team and guided by experts in research, public health and medicine, The Monkeys created the It’s ok to say nay campaign.
Directed by Tony Rogers at Guilty, the campaign highlights the decision many parents face when talking to their teens about alcohol.
Says Simon Strahan, chief executive officer, DrinkWise: “This campaign taps into social norms to show it’s really important that parents know an overwhelming majority of other parents don’t supply their underage teenagers with alcohol – so they can be confident in saying no – and that an overwhelming majority of underage teenagers don’t drink so they can have that conversation with their kids and help them make the smart choice.
“Education is critical and DrinkWise is committed to working with parents to help look after the next generation.”
Says Ant Keogh, chief creative officer, The Monkeys: “Armed with the right information, parents are pretty good judges of what’s right for their kids. We knew some parents were feeling some pressure to supply alcohol because they assumed other parents were doing it so we wanted to give them the facts and the confidence to say nay.”
The integrated campaign launches this week in Australia across television, social, radio and online.
Client: DrinkWise
Chief Executive Officer: Simon Strahan
Marketing Director: Nathan Kent
Corporate Affairs Director: Carla Tatulaschwili
Behavioural Insights Manager: Dr Jenny Liao
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
General Manager: Sophie Gosper
Senior Planner: Dave Collins
Senior Copywriter: Jono Aidney
Senior Art Director: Gabe Woodmansey
Junior Art Director: Matthew Chen
National Head of Production: Romanca Mundrea
Senior Producer: Eliza Malone
Content Director: Allan Carlow
Content Manager: Isaac Montebello
Production: Guilty
Director: Tony Rogers
Executive Producer: Jason Byrne
Producer: Victoria Schaw
Production Coordinator: Jack Davies
DOP: Aaron Farrugia
Art Director: MacGregor Knox
Costume: Steph Hooke
Hair & Make Up Design: Lou McLaren
Casting: Chameleon Casting
Offline: Tim Parrington
Grade: CJ Dobson
Online: Jamie Scott
Sound: Squeak E Clean Studios
Engineer: Paul Le Couteur
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