Serial Buveur, Social Loseur

“Serial Buveur, Social Loseur” is a website set up by Entreprise & Prévention, the social aspects organisation supported, amongst others, by French brewers in France to warn 18-25 year olds about the dangers of “binge drinking” and its impact on social networks. The program builds on the knowledge that in order to motivate young people to control their drinking, it is not the risk to health, but rather the impact on their image and reputation in social networks. The website relates the misadventures of a young man (Antoine) who doesn’t notice the impact of binge drinking on his health and social life. The user watches Antoine’s evening unfold. He gradually loses all credibility with his friends, classmates and prospective employers. He loses control of his actions and his virtual image when proof of his drunkenness is published on social networks through the “posts”and comments from friends. Responsible drinking messages are shown throughout the story and the user is prompted to compare their alcohol consumption to other visitors via a set of questions/answers. The site is supported by an advertising campaign on Facebook. At the end of 2014, a version for mobile phones was launched. By December 2014, over 5 million people had been reached through Facebook and the website had 80,000 visits.
“Ce Soir Il Conclut” is another initiative created by Entreprise & Prévention to enable the identification and awareness of situations and risky behaviours related to alcohol abuse especially in the target audience (18-25 year olds). It is undertaken in partnership with Ninth Pole Media (Start up/production company and creator of “Make your Mind up Clement!”) and Interaction Healthcare (specialist in interactive health entertainment). The serious game combines web-series and arcade game styles and builds on the highly popular “Make your mind up Clement” video series. 100 mini-video footages were written, shot and assembled corresponding to the different possible combinations of actions / reactions that depend directly upon the amount of alcohol drunk by Clement. Users have to help Clement by raising his attractiveness rating (attractometer) which decreases in proportion to the number of drinks he’s had (drunkometer). It shows “warning” messages at certain levels (simple and clear consumption benchmarks as recommended by public health organisations) along with precise information on the physiological effects and risks associated with different levels of alcohol consumption. At the end of the game players are asked to answer a questionnaire (they may win an iPad in doing so) in order to provide more qualitative information like shares with friends and knowledge of drinking levels. More information on responsible drinking can be found on the site’s “For your next evening” page which also provides advice on how to organise an evening in a responsible way. In order to stir up curiosity in potential players teaser content was posted onto the webpage every day for 10 days before the launch and targeted advertising took place on relevant sites like Dailymotion, blogs addressing the themes of the game, student blogs etc. The game also has Facebook and Twitter accounts. Up to December 2014: The game was played 100,000 times, the ad on dailymotion was seen over 420,000 times, the various videos were seen over 24,000 times and the Facebook page had over 12,000 “likes”.