After long months spent in lockdown, this summer it’s finally time to reunite and party. A time during which the label Responsible Party wants to prevent the overconsumption of alcohol amongst young adults, by telling them to drink more… water. A clear and realistic message, that runs counter to what we are accustomed to seeing in preventive campaigns.“Drink More Water” - that’s the simple message from the Responsible Party project.Drink water to hydrate your brain, to remain in control and to avoid hangovers.By highlighting ultra-authentic real-life moments with heady music playing, this campaign reminds us of how too much alcohol can lead us to situations where we don’t exactly cover ourselves in glory.We’ve all seen that one guy blacked out in a corner at a party with drawings all over his face, the guy who ends up in fights with road signs on the street, or the guy who falls asleep at the bar…Don’t want to be that guy? Drink more… water.
Philosophy
The “Drink More… Water” campaign is based on the Responsible Party Program’s main drivers: to persuade young adults that there is no fun in excessive drinking and to empower them to make the right choices for themselves, thanks to a peer-to-peer approach. Water has always been one of the core elements of the program as it is one of the ways of reducing harmful drinking. The campaign aims to connect with the genZ audience by adopting their own mindset and a simple, impactful and universal message – asking them to “Drink More Water”. By not shying away from showing the unpleasant, embarrassing and harmful consequences of alcohol abuse, the campaign features snapshots of what can happen when people binge drink while encouraging them to “Drink More”, which appears contradictory. The reveal comes at the end of the video. After several requests to “Drink More”, the true message finally becomes clear – “Drink More Water”. It will be launched on July 29th, initially in the UK, Germany, Belgium, Greece, the Netherlands, Mexico, Columbia, Venezuela, Dominican Republic and Kenya.