Drink Like A Man

A recent campaign created by TBWA\London.

The aim of this campaign is to try and tackle the growing problem of female binge drinking within the UK. The ad is based on the belief that women are more likely to change their drinking habits to preserve their looks rather than to maintain good health. This is a worryingly concept but entirely believable in todays society. TBWA discovered through research that weight gain is more likely to make women reconsider their drinking habits than heart disease.

The campaign chooses to use humour and vanity to communicate the dangers of alcohol rather than the usual shock factors or preaching tactics. (Will the humour backfire meaning the message isn't taken seriously and thus shrugged off and ignored??!) TBWA claim that through making people laugh the ad will triggers conversations between friends and drive talkability, firmly rooting the campaign in popular culture, helping the message spread amongst its target audience. How effective this campaign will be its hard to say, but personally i like the new angle they've taken on this current problem; however i feel the visuals could be even more realistic/shocking, maybe through using a younger model...