"Stupid Drink" is a Smart Campaign

The "Stupid Drink" ad campaign was developed by students at Syracuse University and won the American Advertising Federation's national student ad campaign. It will be promoted by a $10 million dollar public service ad campaign paid for by the non-profit Century Council.

The campaign is based on the fact that most college students drink alcohol and that the best approach is to promote responsible drinking among those who choose to drink. Harm reduction discourages behaviors that increase risk to health and safety.

The stupid drink is the one drink between being in control and being out of control and the ad strategy is to identify and stigmatize the one drink that crosses the line. To do so, it uses messages such as "The Stupid Drink: The quickest way from cool to fool."

 

Source:

  • "Stupid Drink" Translates into Campaign Smarts. Media Daily News, June 18, 2009.

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