Case History Database

It takes many battles to win a war. The lock out – a reduction in drinking hours – had made some impact. But the number of alcohol-fuelled assaults was still unacceptably high. Our brief was to create voluntary moderation – through attitude and behavior change. A monumental challenge. The solution was informed by behavioural economics and combined attitudinal & behavioural levers. The results were as dramatic as the campaign imagery - driving a significant change in the unacceptability of alcohol related violence, acceptance of personal responsibility and, most importantly, generating an even greater drop in assaults than the lock out.

	Author/ Executive Planning Director		Angela Morris
	Executive Creative Director		Simon Langley
	Creative Director		John Lam
	Creative Group Head		Laurie Geddes
	Account Management		Anne Gibson
	Account Management		Rachel Wintle
	Producer		Amanda Slayter
	Producer		Rachel Townsend
	Director		Michael Spiccia		Good Oil Films
	Production		Juliet Bishop		Good Oil Films
	Production		Ben Scandrett-Smith		Good Oil Films
	Photographer		Simon Harsent		The Pool Collective