It Sticks With You
A campaign asking Nova Scotians to recognize when their drinking or gambling is starting to catch up with them.
- Drinking and gambling awareness
- 2009
- Concept DevelopmentArt DirectionCopywritingCampaign strategy
“Don’t ignore your yellow flag moments.”
The problem
People don’t have to identify as having a drinking or gambling problem to experience consequences. Overspending, missed obligations and uncomfortable explanations can be early signs that behaviour is starting to affect everyday life. The challenge was to make those signs recognizable to people who might otherwise dismiss them.
The thinking
‘It Sticks With You’ turns drinking and gambling behaviour into characters you can’t leave behind. A talking beer bottle, playing card, cocktail and slot machine show up as people try to explain away the consequences of overdoing it. Humour exposes an uncomfortable truth: what happens on a night out can follow you into your finances, relationships and everyday life.
The result
The campaign increased awareness by 20% among its target audience.
