Encouraging responsibility across multiple platforms
Background
The Liquor and Gaming Authority of Manitoba wanted 18- to 24-year-olds to think about how and when they drink, by promoting Canada’s national Low-Risk Alcohol Drinking Guidelines.
Following these guidelines helps Canadians reduce the long-term health risks of drinking, as well as the more immediate risks.
The Opportunity
Relish came up with a campaign to communicate the guidelines centred on “It’s not how, it’s how many,” showing young adults imbibing in a silly way.
The campaign encourages young adults to keep track of the number of drinks they consume on a single special occasion and weekly basis, and to understand how much alcohol is contained in a standard drink. Media employed included billboards, transit ads, radio and an online quiz and interactive tool to test users’ drink-pouring talents.
Services Provided
Think
- Marketing & Communications Strategy
- Concept Development through Rapid Ideation
- Wireframing & UX Design
Make
- Campaign Development
- Graphic Design, Illustration & Iconography
- Website Development
- Video & Post Production
- Copywriting
- Retail, Point-of-Sale & Environmental Design
Market
- Advertising
- Social Media Marketing
- Experiential Marketing
- Point-of-Sale (POS)
Support
- Production Management
- 3rd Party Focus Testing
- Secure Canadian Hosting
- User Experience (UX) Testing
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