Moderation Matters
Moderation Matters was created to raise awareness of the importance of drinking responsibly and within legal limits.
It took place during the Christmas season with the backdrop of the COVID-19 pandemic. While the restrictions put in place because of the pandemic result in fewer social gatherings, the risks associated with drinking too much, particularly at home, are still present, if not enhanced. Reminding consumers about moderate alcohol consumption remains very relevant during the COVID-19 pandemic as some are more susceptible to the stresses caused by the crisis and potentially drink more as a result.
Aimed at a very wide audience, the mass media campaign used hard-hitting facts to drive home the message that excessive drinking can lead to life impacting outcomes. Vivid imagery and videos were paired with the facts to further convey the impact of alcohol abuse and intoxication. Focus was on the benefit of moderation even when personal, family and public situations are stressful and demanding. In addition to reminding people to drink responsibly, information and guidance on the impact of alcohol abuse was also shared.
Two sets of content were created.
- Set one: Ran in October and November and took place Facebook and on billboards. A girl, a boy, and a fireman hold up signs saying, “moderation matters”. The boy and the fireman visuals have a traffic accident scene behind them with the reminder “Don’t drink & drive”. The girl visual is next to an almost empty bottle of alcohol with a male in the background.
- Set two: Ran in December on Facebook. A series of posts showed a Red Cross responder holding up a “moderation matters” sign accompanied by a message and the reminder to drink responsibly.
- Both sets were also shared via Google, on the drinkaware website and with the media