What am I being asked to do?
Produce something which highlights a campaign for raising awareness among young people & their parents about the risks of alcohol. The work needs to incorporate the slogan “why let drink decide?” and expose the vulnerable position that alcohol puts young people in. Targeted audience is young people aged between 13-16, but the aim is for this also to cause parents/society to rethink how they talk to young people about alcohol.
How will the client judge a successful outcome?
On whether it portrays the danger of drinking, encourages adults to engage in discussion with their children/young people to discourage excessive drinking. Has to express the ‘vulnerability’ caused by drinking. The media needs to be appealing to 13-16 year old’s, accessible to them.
What are the key words?
“Alcohol leaves you and your children vulnerable”, “why let drink decide”, “raise awareness of the risks of underage drinking”, “contribute in a shift towards a cultural change in society’s attitude towards alcohol.”