Genesis was tasked by the PSNI and partners to create a campaign to create awareness and engagement around the issue of underage alcohol drinking.
Our research identified that the best way to influence young teenagers about drinking was to encourage their parents to talk to them about it. We created two TV commercials which showed a parent ask their son/daughter how things were, and while the young person answered calmly, subtitles revealed that the young person had been drinking and had put themselves at risk.
Research following the campaign revealed an impressive 96% awareness of the advertising. 71% of parents agreed that the advertising ‘opened my eyes about my teenager’s alcohol consumption’. The campaign received an IPA Best of Health Award and two PANI awards.