A campaign to curb alcohol related violence

JWT Sydney and the NSW Government have come together to launch a new campaign called "Stop Before it Gets Ugly".

The campaign focuses on alcohol fuelled violence and aims to reduce the number of people falling victim to it.  The campaign is set to run throughout summer and targets potential aggressors

Two commercials  'Aggressor' and 'Influencer' have also been launched and will be running on FTA channels, online and in cinema. It features a bloodied victim of alcohol-fueled violence who carries the high impact message to would-be aggressors and their friends.

The TVCs are supported by OOH platforms, in-venue activity including ATMs in pubs/clubs/bars, posters and coasters, and social media campaigns, which incorporates paid advertising on Facebook to prompt behaviour change at key times.  All campaign collateral utilise the tagline “Stop Before it Gets Ugly”, and highlight other consequences of losing control including legal, social and emotional implications.

JWT Sydney was appointed to develop the creative campaign following a pitch earlier this year.

JWT Sydney GM Jenny Willits, said that the challenge  is that "few people see themselves as a potential aggressor or victim" and that lack of recognition "drives self-exclusion from messaging".

She added:  “Our strategy therefore is to talk to people about something they do acknowledge – their drinking behaviour - rather than talk about violence.  We don’t ask them to stop drinking or stop having fun; but rather to be aware that there is a tipping point when alcohol consumption can change their behaviour. The aim is to persuade them to think about stopping or slowing down before they reach that point."

JWT Sydney ECD, Simon Langley, said these two executions aimed to grab the attention of two main target audiences to drive home the effect that drinking beyond your tipping point can have, by using the perspective of an injured victim of an alcohol fueled act of violence. He further explained that the primary target are would-be aggressors, usually young men aged between 18 and 35.

“We also developed a second execution to speak to ‘influencers’; the friends and family of these would-be aggressors who may be able to help curb excessive drinking and the resulting behaviour.

Take a look at the campaigns: