BACKGROUND: ‘Control Your Drinking’ is a correspondence and web-based self-change program designed to assist problem or risky drinkers in reducing their alcohol consumption.

The target audience have been identified as drinking over the levels thought to be safe, yet they still hold down full-time jobs, have a home, and good social and family networks.

A problem drinker is defined as drinking more than the recommended four standard drinks per day for men and two for women, with no alcohol free days - they make up approximately 25 per cent of the population.


BRIEF: To encourage risky and problem drinkers to register online and participate in the ‘Control Your Drinking’ program.

We were asked to make people think about their alcohol consumption and to promote self-change in the community.


INSIGHT: Through ignorance or denial, problem drinkers do not realise how much damage they may be inflicting on themselves, believing that their drinking is under control and essentially harmless.

We uncovered surprising myths such as; alcohol has a favourable effect on mood and that it enhances your sexual appetite.


CREATIVE: We busted the myths, highlighting the negative effects of alcohol on sexual appetite and mood, and stressing the importance of alcohol free days.

Based on the insight that problem drinkers think their level of drinking isn’t out of control, we felt that the program name ‘Control Your Drinking’ would be rejected, so we created the positioning ‘Rethink Your Drink’.

This catchy line simply asks people to reconsider their drinking habits.

The campaign uses strong, simple imagery to accompany the hard-hitting facts.

The press and online ads lead our audience directly to the program website rethinkyourdrink.com.au


RESULTS: The campaign launched in May 2008. Results will be measured by hits on the program website, however they are not available at this stage.