[JUDGING] Drinkaware
Section: Video: NGO
Organisation Name: Drinkaware
Video Questions
Name Of Brandclient
Drinkaware
Personpeople Who Runs This Campaign
Drinkaware Campaigns Team
What Is The Name Of The Videovideo Campaign
Here's to Change
Do You Use Alt Text In Your Images And Caption Your Videos
Caption videos
Objectives Of Campaign And Metrics
Alcohol continues to play a significant role in Irish social culture, yet emerging data shows attitudes towards drinking are beginning to evolve. Thus, Drinkaware’s “Here’s to Change” campaign was designed to highlight the positive shifts happening in Irish drinking culture. “Here’s to Change” isn’t about telling people what to do - it’s about showing them what’s possible, changing the conversation around alcohol and making space for people to explore life beyond it. “Here’s to Change” comprised a series of powerful spoken-word videos, the content of which was crafted by Irish hip-hop and spoken word artist Nealo, encouraging a shift towards a more mindful drinking culture. A multi-platform approach was used, targeting YouTube, Meta, and TikTok, to drive traffic to Drinkaware’s resources. The channel selection aims to capture users at different stages of awareness and intent to drive engagement and website traffic. The paid aspect of this campaign yielded the following results: Meta: Reach: 831,715 Impressions: 2,022,750 Clicks: 1,094 Youtube Ads: Impressions: 337,309 Clicks: 343 Reach/Unique Users: 165,813 TikTok: Reach: 502,013 Impressions: 1,146,205 Clicks: 1,741 “Here’s to Change” resonated with audiences by using storytelling to challenge traditional drinking norms, and instead promoting positive changes in alcohol consumption for adults aged 18-34, and general public.
Video 1: Link To The Video Give Stats What Is The Videos Purpose
https://www.youtube.com/watch?v=W5PdLcEw_2w
"Here's to Change" was designed to highlight the positive shifts happening in Irish drinking culture. It encourages embracing cool moderation, stepping back, and re-evaluating drinking habits - not from a place of restriction, but from empowerment.
The sober-curious movement is growing, and more people are realising that drinking less can lead to improved mental and physical health, new opportunities, and a fresh perspective on life. Research undertaken ahead of the campaign showed that:
• 36% of adults in Ireland main motivation to drink less is to improve their mental health.
• 64% of adults in Ireland drink less to improve their physical health.
• 41% of drinking adults are interested in monitoring and adapting their relationship with alcohol.
“Here’s to Change” manifests as call to action to change the way we socialise; Nealo’s spoken word piece is a powerful way to translate intent into action, inspire change and encourage people to take that first step.
The hero video for “Here’s to Change” responds to a cultural moment in which openness to change exists, and highlights the cultural shift we are seeing in Ireland’s drinking culture. It speaks to those who may inadvertently binge drink to encourage them to take a breath, reflect, and consider that stepping away from alcohol isn’t missing out - it’s opening up to something more.