Client: Drug and Alcohol Service
TBWA\London has teamed up with the Drug and Alcohol Service, the leading substance misuse charity in London to create a campaign which targets female drinkers.
The press and poster campaign is based on the belief that women are more likely to revise their drinking habits to preserve their looks than to maintain good health.
The ads focus on the physical side effects that drinking has on a woman, using the tag line "If you drink like a man you might end up looking like one".
Commissioned by TBWA\London, YouGov research into binge drinking found that women are concerned about the onset of the physical side effects of alcohol consumption, such as bad skin, premature ageing and weight gain.
Perhaps worryingly, a key finding of the study is that weight gain is more likely to make women reconsider their drinking habits than heart disease.
The ad will be used across several outdoor advertising sites in the London Underground all donated by Posterscope. It will also appear in Marie Claire’s July issue.
The ad campaign is additionally being supported by a digital application that visibly demonstrates the physical effects of drinking too much at bebo.com/dasl
Produced by Skive, it allows people to insert a current photo and enter their weekly intake of alcohol. Their face is then altered and the result is a terrifying insight into what they could look like in years to come.
Service Director at DASL, Harrinder Dhillon, said, “Our campaign, created by TBWA\London highlights the physical side effects of binge drinking, striking a chord with every woman around the country. After all no woman wants to look like a man.”