New QLD Govt Campaign Won’t Stop Girls From Binge Drinking

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New QLD Govt Campaign Won’t Stop Girls From Binge Drinking

11 December 2008 7 Comments

The Queensland Government has succeeded in producing the cheesiest anti-alcohol ad campaign since Domino’s launch of the triple cheese pizza with cheese stuffed crust in a cheese box campaign. This is it:

It is part of the ‘It Feels Good To Say No When You Want To Say No’ campaign which is aimed solely at young females to discourage them from excess drinking.

If this was targeted at primary school aged girls or Hannah Montana groupies it may be passable… but this is aimed at females who are already going out two or three times a weekend, shotting Bloody Tampon’s, making drunken mistakes with their boss and studying the chemistry of corn kernels. Missing out on their dreams of being a zen master, news anchor, super hero, swimming star, beauty queen, adventuror or martial art master won’t be top of mind when it comes to that forth Jagerbomb.

That’s not to say the Queensland Government aren’t capable of producing ads that resonate with this audience. Their previous campaigns seen here and here do a good job of either using humour or shock tactics to keep the message top of mind. I can see that brief was for an ad that did not scare girls to the extent that they totally blocked out the message but unfortunately, this new one is too far removed from both the audience and the problem to be memorable.

“Wow, that felt good”

7 Comments »

Zac Martin said:

You’re spot on. It’s a message that needs to get out there, but when I’m about to sink my fourth Jagerbomb it’s far too late.

And I’m not five.

# 12 December 2008 at 9:42 am

jm said:

unless their entire strategy was to be patronising, that’s an awful piece of communication. feels like a bunch of out of touch public servants trying to cover their asses, not actually solve a problem.

# 12 December 2008 at 11:03 pm

Nathan Bush said:

exactly. nice jesusroll.

# 13 December 2008 at 5:57 am

James Drewe said:

Pretty sure that campaign is a year or so old… The new campaign is http://www.everydrinkcounts.qld.gov.au/ and has kids getting hurt and dying – back to shock tactics.

# 14 December 2008 at 7:00 pm

Nathan Bush said:

Pretty sure it came out the last half of this year (according to the producers Zoom on YouTube). And they’ve still got outdoor running with Angie. But yes, i agree James, new campaign is much better!

# 14 December 2008 at 7:32 pm

Nathan Bush said:

And just confirming – I saw this TVC still on air last night. Horrible.

# 16 December 2008 at 10:24 pm

Kate Richardson said:

This is such an important message but no one ever seems to get it right.

What’s the answer.

Maybe it’s not an advertising campaign.

# 16 December 2008 at 10:44 pm