The DCSF (Department for Children, Schools & Families) has launched its first advertising campaign that aims to influence the attitudes and behaviour of children, young people and their parents and carers about alcohol.
The purpose of the DCSF is to make England the best place in the world for children and young people to grow up, and their aim as set out in the Youth Action Plan is for all young people in England to grow up to have a safe and sensible relationship with alcohol.
This campaign will complement existing Department of Health and Home Office alcohol campaigns.
The new work, created by Wieden + Kennedy, breaks on January 15, 2010 across England, and is the first since their appointment through COI as lead creative agency in October 2009.
The campaign breaks with two TV spots which aim to highlight the fact that many parents don’t proactively speak to their children about the dangers of alcohol, perhaps because the danger is not seen as important as other concerns – drugs, strangers, underage sex etc.
The films highlight the reality that the teenage consumption of alcohol can affect their ability to make sensible decisions, which could result in finding themselves in vulnerable situations. The films position alcohol as a lens through which these concerns are viewed, and will encourage parents to put alcohol on the ‘conversational list’ they have with their children alongside the other issues.
One of the TVCs is suitable for ‘general’ viewing, the other for screening after 9pm. The former will be viewed when families are watching together, the latter, which features more hard-hitting language and consequences, will reach parents and carers when they’re watching on their own.
During the week commencing February 1, a supporting cinema spot breaks across England which is aimed at young teenagers. Similarly to adults, some teenagers don’t see alcohol as a big risk to them – they see drink around them and as a consequence it is ‘normalised’, something accessible and every day.
Like the TVCs, the cinema film highlights the risk you can place yourself in by dangerous alcohol consumption but in a far more hard-hitting way – getting across the message that if drink rather than you, is calling the shots – the things you’re normally wary of, are more likely to occur.
The TV and cinema spots are supported by some fractional print ads that will run in and around TV listings in core women’s weekly magazines, and a radio campaign that is based on creating awareness of incidents due to underage drinking, through government statistics.
Paul Jordan and Angus Macadam, Creative Directors, W+K said, “Children as young as 13 are often already drinking at parties and facing some pretty grown-up decisions. This campaign is a reminder that good decisions are harder to make when you’ve been drinking.”