Changing the Culture
Situation
How much alcohol is too much? The answer depends on you and those around you, however one thing is clear; Nova Scotia culture is a drinking culture. Addiction Services was looking at ways to get people talking and thinking about the way we’re drinking (We’ll not us personally). With the help of Ad-Dispatch, they shot a compelling PSA to help make the point. All they needed was a way to communicate their message online.
Strategy
We worked with Addiction Services to create a strategy around how to showcase the video on the web. We also designed an interface that intentionally pushed Addiction Services’ brand in the background to help focus the user on the message, particularly because the video is not aimed primarily at hard-core alcoholics.
Solution
The micro-site we designed is clear and effective at communicating the message of “Change the culture”, and the form allows users to share their thoughts on their “when” moments with the incentive to be among the top three showcased at a get-together of provincial decision-makers in 2010. We are happy to be a part of something that promotes positive social change in our province.
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