Underage drinking campaign amplifies with above-the-line advertising
The dti, the National Youth Development Agency (NYDA) and South African Breweries (SAB) created the You Decide campaign programme in a successful public private partnership to reduce the amount of underage drinking.
More recently, You Decide has amplified its school programme with a new above-the-line campaign that makes use of multiple channels, in multiple languages with multiple images that speak directly to the youth. The campaign includes TV, radio, digital and social media, billboards and an ambassador programme.
The above-the-line campaign remains true to the original You Decide messaging and the positive psychology behind the message.
In a country where one in two teenagers in the average home has experimented with alcohol, it's imperative that those who are concerned with the unacceptable levels of underage drinking engage with teenagers in a way that best speaks to them.
"Unfortunately peer pressure is a reality and teenagers are afraid they will be labelled 'uncool' if they say no to drinking," says Melusi Tshabalala, executive creative director at MojoMotherussia, the advertising agency responsible for the campaign.
No models, real teenagers
"We discussed this at length with SAB and decided the best way to combat underage drinking was not to lecture teenagers but rather to show them real-life teenagers doing cool stuff which does not involve alcohol and instead, provides them with a solution."
SAB's corporate affairs and transformation executive director Vincent Maphai says, "We realised that simply telling youngsters not to drink was never going to work so instead we designed a programme that gives teenagers the facts about underage drinking and the tools for them to resist peer pressure and make more positive choices in their lives."
'You can rock or you can drink' encourages teenagers to celebrate their youth rather than get involved in social activities that involve drinking with peers. It focuses on what interests young people, coupled with activities that require little to no equipment to consider disadvantaged backgrounds.
Adults need education too
"Equally important, the You Decide message needs to reach adults as well. According to a SAB Facebook poll, almost a third (28%) of adults thinks it is okay for teenagers to drink. This is not ok," Maphai said.
Parents and adults also have to take responsibility for underage drinking and have conversations with their teenagers, nieces and nephews, and teenagers within their circles about why they should not drink.
The new campaign seems to be working. In the first two months of the online campaign, more than 16,900 people have followed the Facebook page and almost 50,0000 people have downloaded the app on MXit. Engagement rates at 58%, are also much higher than normally seen.
© Peter Kim - Fotolia.com
Responsible advertising could be a casualty of alcohol ad ban
"With You Decide going so well, it makes one wonder what would become of responsible drinking campaigns like this one should the ban on alcohol advertising go ahead?" asked Tshabalala.
Current legislative proposals make no distinction between responsible drinking advertising and general alcohol advertising. The You Decide campaign may very well be one of the casualties.
"If changes to the legislation remove the necessary platforms for communication, it becomes extraordinarily difficult for committed companies to use their resources and assist in encouraging the responsible use of alcohol or in preventing underage consumption," said Tshabalala.
The underage programme forms part of SAB's wider strategy to tackle alcohol abuse, which includes targeted interventions such as Alcohol Evidence Centres, the Responsible Trader Programme, the Tavern Intervention Programme and initiatives to tackle Foetal Alcohol Syndrome.
To view the advertising, go to SAB Stories, http://youtu.be/2j5O3ng2hME or get more information on www.youdecide.org.za.
