News
New 303 MullenLowe Perth campaign calls on parents to Think Again about adolescents and alcohol
303 MullenLowe Perth has this week launched its latest campaign for Alcohol, Think Again, which aims to reduce alcohol-related harm among adolescents.
Titled ‘We all need to say no’, the new campaign aims to empower parents, carers, and adults to say ‘no’ to giving alcohol to children before the age of 18.
It follows on from the previous ‘I Need You to Say No’ campaign developed by 303 MullenLowe in 2018, but marks an evolution of the creative strategy, emphasising the need for a whole of community (rather than individualistic) approach to tackling the issue.
303 MullenLowe’s Head of Planning John Linton said the latest campaign was informed by research which shows Western Australian parents’ decisions to provide alcohol to children under 18 was guided by the common misconception that other parents allowed their under 18s to drink. “This is simply not the case,” he explained. “Two out of three parents are already saying ‘no’ to under 18s drinking alcohol, which is why the campaign urges all parents to stand together to protect their child’s developing brain.”
303 MullenLowe Perth Senior Copywriter Steve Straw added: “Parenting can be tough. And the rules you make in your own home won’t always be observed in the homes of others. But as a collective, we can raise our children in a much safer, more secure, and consistent environment. When parents come together with one common voice, it’s much more powerful.”
The campaign is live now and will run state-wide on TV, cinema, radio, out-of-home, digital and social media. Parents and carers are also encouraged to visit the Alcohol.Think Again website for additional helpful information.
The TVCs can be viewed here:
30 Video – https://youtu.be/RSbKRom92bM
15 Video – https://youtu.be/KaIlAayjY0g
Credits:
Client: Cancer Council Western Australia
Program Manager: Julia Stafford
Alcohol Programs Manager: Danica Keric
Mental Health Commission
Manager Public Education and Health Promotion Programs: Tahnee McCausland
Senior Program Officer, Public Education and Health Promotion: Bec Oliver
Senior Project Officer, Public Education and Health Promotion: Lucy Scott
Agency: 303 MullenLowe Perth:
Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Senior Art Director: Steve Lorimer
Senior Graphic Designer: Madeleine de Pierres
Head of Planning: John Linton
Business Lead: Krista Song
Business Coordinator: Sarah Holmsen
Producer: Jonathan Julius
Production Company: Beautiful Pictures
Executive Producer – Kate Downie
Producer – Gemma Hall
Director – Jess Bluck
Post Production: The Office of John Cheese
Editor: James Hawkes
Sound: Cue Sound
Audio Engineer: Nick Gallagher
Photography: Luke Carter-Wilton
Media Agency: Initiative Perth
Investment Partnerships Manager: Ben McAuliffe
Investment Partnerships Executive: Koshina Yong
About Alcohol.Think Again
Since 2019, Cancer Council WA has partnered with the Mental Health Commission to deliver Alcohol.Think Again campaigns. The ‘Parents, Young People and Alcohol’ campaign forms part of a comprehensive State Government strategy in WA that seeks to reduce harm from alcohol among young people.
Related News
