Pour Choices Add Up - Cancer Society Addresses The Limits

Do you know what a typical standard Alcohol pour looks like? We teamed up with Cancer Society Otago and Southland Division Inc and Southern District Health Board to produce a multi-media campaign about the risks of drinking over recommended limits.

The project kicked off with some design thinking sessions and strategising within our Firebrand team. From these initial ideas, we worked extensively with the team at Southern District Health Board and Cancer Society to create a campaign plan that would increase people's overall awareness of drinking alcohol and the increased risk of cancer.

Image by: Jack Adank

The first stage of the project started with an overarching strategy and the creation of two key messages - "Pour Choices Add Up" and "Less is best". From there, our creative team worked towards producing a brand that would captivate the public and make them think twice about picking up that second glass. Tactics consisted of a brand look and feel, custom illustrations, newspaper ads, digital ads a bus back and a 30-second animation video.

The result of the campaign has increased public awareness for 25-49 year old as to what a standard drink looks like so they can make an informed decision on their alcoholic consumption.