Grey targets alcoholics in pro-bono campaign
Grey Healthcare, Sydney has created a pro bono mixed media campaign for Alcoholics Anonymous to drive increased attendance at local meetings, targeting 45+ year olds; often long term, ‘functioning’ alcoholics.
Posters and transit ads will be placed where people have time to read them, on train stations and on buses, quite possibly not driving being over the blood alcohol limit. Radio is also placed as community service announcements.
Outdoor:
Creative Director/Art Director/Copywriter: Tim Brierley
Snr Account Director/GM: Elly Price
Photographer: Bronwyn Kidd
Designer: Christian Collis
Retoucher: Visual Thing
Mac Artist: Bruce Wright
Account Manager: Rani Chanda
Radio:
Creative Director/Copywriter: Tim Brierley
Snr Account Director/GM: Elly Price
Production House: Plush Films
Producer: Elissa Loxton
Sound Engineer: Steve Hessell
Account Manager: Rani Chanda
VO Talent: Lee Perry, Gail Knight
23 Comments
Sounds like a pretty boring wedding without that guy.
I’d invite him.
Ideas just not fun anymore?
Doesn’t quite have the pep of Whybin’s Wedding Speech radio for ASCA, does it?
This should an AWARD…
…school prize.
yeah… I’ve heard about that Jay guy, should’ve seen what he did at our party.
I wouldn’t invite him again either.
OUTDOOR. You mean that’s a poster.
Jesus Christ.
So you’re meant to pull up, get out of your car, walk across the street, put on your glasses, sit down for 5 minutes, get a parking ticket, only to discover it’s shit.
OUTDOOR, whoever did it should be out the door.
shame
oh, do fuck off.
Pretty sure the AA slogan is “attraction not promotion” don’t think the guys at 303 have any idea what the 12 traditions mean?
Tradition 11. Our public relations policy is based on attraction rather than promotion; we need always maintain personal anonymity at the level of press, radio and films.
Outdoor that’s where the toilet is.
I think these guys have done a great job. They have obviously navigated through life without ever coming across someone with an alcohol problem and therefore have been unable to have any real insight except for a cliched scenario. Well done on that.
here’s my insight. Alcohol does not just turn you into an annoying relative who may embarrass themselves at a wedding. Alcoholism is absolutely devastating to the person and their family and friends. It can completely destroy families, the effects of which can be felt for the generations that come after.
Lucky it’s a pro bono client cos no-one should pay for this kind of work.
Doesn’t look like Grey Healthcare have benefited from Jay Grey.
Has to be said, not the greatest outdoor ever done.
And, believe you me, I AM the target audience.
And lucky me, it’s ‘thirsty Tuesday’.
Anon.
The greatest outdoor ever done might have been “It also sticks handles to teapots” with the car stuck to the billboard.
Vanessa is SUCH a dirty name.
Why are there dress instructions for someone who you’re not inviting to a wedding? It’s misplaced and makes this terrible, poorly thought out, tonally woeful piece of shit all the more turdular.
As a long time member of AA I endorse the motive but alas the idea falls flat on its face. I would love to have had a crack at a pro bono campaign but have not ventured there because of AA’s Traditions.
Tradition 11. Our public relations policy is based on attraction rather than promotion; we need always maintain personal anonymity at the level of press, radio and films.
It’s an honorable thing to do pro-bono work without turning it into a shameless award-snaffling wank, especially when you consider how many alcoholics, recovering and otherwise, emerge from our industry. But as a creative, and a recovering alcoholic, I’m disappointed. The strategy and the creative are way off the mark. What happens when you attack an alcoholic about their drinking? They drink. Softly softy catchy drunken monkey. Reward them for taking a step towards sobriety – they’re about to do something akin to climbing Mt Everest.
Please have another go, and talk to some alcoholics before you put pen to paper.
no
Should have gotten an advertising agency that specialises in creative to do this for them. Instead, the most creative suit in the Grey Healthcare team tried his hand at copywriting.
Good thing it’s pro-bono. If I was your client I’d be setting the bar higher.
apple z that one
Because alcoholics don’t feel enough guilt and shame already. Why couldn’t the strategy focus on how good life could be when you’re not hitting the bottle and the potential light at the end of the tunnel instead of what a loser you are now. If I was an alcoholic, this campaign would make me feel even worse about myself, bad enough to grab a drink even…
Agreed with points above. Kick a drunk while he’s down is not going to make him pick up a phone to change. They need a program that does not ostracise them and a campaign should push them in this route accordingly, focussing on end goals.eg Lifestyle,health, social life.
This campaign failed for free.
Amazing commentary, do you think the creatives didn’t speak to the target audience or get endorsement from AA? Get real.