UNICEF ROMANIA

Campaign: One can be one too many. Think before you drink. 

At UNICEF’s request, we delivered a precisely targeted campaign to fight teenage drinking. By identifying the right emotional hook and delivering honest, relatable messages, the campaign delivered great results. 
Social campaigns fuel interesting case studies, with touching visual execution and heartbreaking copy. Agencies update their portfolios with yet another cool campaign. And that’s where it usually ends. Our client wasn’t the kind that would initiate a shiny new campaign just to raise awe. This was not about awareness. It was about really changing behaviors. And that is the biggest challenge of them all. 

We knew that most teens start drinking either out of curiosity or from peer pressure. We needed to show the extreme consequence of that very first drink, that could potentially turn into life-damaging habits.
As a creative concept we wanted to create timelines linking the first drink to “rock-bottom”-like moments that would occur later in life. 
 

The creative concept became “One can be one too many. Think before you drink”. 

The team’s dedication to getting the message across and delivering results to really produce change won our client’s trust.

We worked closely together to calibrate the message and obtain crisp-clear executions on every medium.

The viewership of the campaign exceeded expectations - with over 200k people reached in social media in the first 2 months. As the campaign is still ongoing, final results are yet to be presented.

*Chiar si o data e prea mult* - spot Spital

*Chiar si o data e prea mult* - spot Parc

*Chiar si o data e prea mult* - spot Scoala

But an amazing, less expected result which stands as proof for change is this: teens reached out to UNICEF via Facebook asking for real-time advice on how to quit drinking / smoking or help their friends renounce such destructive behaviors. One-to-one conversations from REAL people asking for advice and support as a result of our campaign. And REAL help provided.

Agency: HIPPOS

Client: Unicef