Drink Aware Malta
It was centred around hard-hitting messages aimed at prompting the reader to stop and think about the possible consequences and realities resulting from alcohol abuse. Through a play on words, the reader was invited to reflect on not only their situation but also about those around them, and how this could drastically change through thoughtless alcohol abuse. The idea was to have a campaign with hard-hitting messages designed in a way to make the reader stop to read the message twice.
Beyond urging people to avoid drink-driving, the campaign also encouraged those who abuse alcohol and their loved ones to sit down and have a “straight talk” on how to tackle the problem in a positive and supportive way. It also encouraged people to keep an eye on family and friends who might not realise their alcohol habits could be dangerous.
The messages were shared on digital and social media and on outdoor billboards.