The Australian Government, through the Australian National Preventive Health Agency, developed the Be The Influence - Tackling Binge Drinking campaign as part of the National Binge Drinking Strategy, to bring about a cultural shift in young peoples’ attitude to binge drinking in Australia.
STRATEGY + EXECUTION
ANPHA wanted to engage youth nationally. We developed an activation they could entirely own and therefore control all of the messaging. Looking at what was happening with the Air in the Square, a BMX freestyle event in Time Square, New York we conceived skate boarderX - a world first competition with professional ramps that were able to bump in and out of major CBD’s within a day. Working with our partners Horizon and the Australian Skateboard Racing Association we developed a series that were held in Sydney, Melbourne, Brisbane and Newcastle. This ‘new’ sport enabled mass media and spectators due to its uniqueness and content rich material. We brought NOVA radio in as national media partner and developed a DJ competition to run with the series. Branded collateral was handed out to consumers and photo booths and a chill-out zone was developed. We oversaw the design and build of the ramps, filming and distribution of content and campaign management.
Engagement with over 15,000 youth spectators. Field based research and the new campaign brand messages were found to resonate with 95% of the target audience, far exceeding the initial expectation. The results of the social media strategy proved highly effective, with just more than 191,000 likes on the Facebook page and posts shared extensively. The Department of Finance voted The Be the Influence Facebook page in the top 5 government social media sites.