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Editor's Pick. Home Office 'Know your limits'

Agency: VCCP

Client: Home Office 

This viral campaign has been launched by the Home Office in an effort to change drinking behaviour amongst the under-24s as part of the government’s Know Your Limits campaign.

The work, created by VCCP, targets 18 to 24-year-olds and features presenter John Luke Roberts, an up-and-coming comedy writer and perfomer.

He takes to the streets and asks passers-by to do various things for him, including singing offensive songs at girls; chanting Oh-lay, oh-lay oh-lay oh-lay; playing with a shopping trolley and a traffic cone; pissing in the street; pouring sick over themselves and in their hair and fighting.

The behaviour intends to replicate the kinds of embarrasing, anti-social or potentially dangerous acts normally associated with drunkenness.

Pre-rolls of exclusive footage will be used around popular TV programmes online to drive traffic to the viral.

The first phase of the binge-drinking campaign was launched in June 2008, with VCCP producing ads that ran across TV, print, radio and digital media.

AJR
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