#MyFirstDrinkStory Campaign Raises Awareness on Underage Drinking | Clapboard Ad Archive

#myfirstdrinkstory

Description

The #myfirstdrinkstory campaign, launched in South Africa in 2019 for Aware.org, addresses the pervasive issue of underage drinking in one of the highest alcohol-consuming countries globally. Created by Riverbed under the direction of Executive Creative Director Bridget Johnson, this film campaign confronts a deeply entrenched social challenge that cuts across race, gender, and economic status. Recognizing underage drinking as a silent crisis, the campaign aims to raise awareness of how adults, often unknowingly, perpetuate this issue through both subtle and overt behaviors. By highlighting the shared experiences of first encounters with alcohol, #myfirstdrinkstory resonates emotionally with a broad South African audience, encouraging reflection on how cultural norms around open alcohol consumption contribute to the cycle of early drinking in homes and communities. The campaign’s core message emphasizes that underage drinking does not begin with the youth themselves but is influenced significantly by adult attitudes and actions. Collaborating closely with Ingrid Louw, CEO of Aware.org, the creative team sought to spark a meaningful conversation aimed at shifting societal perspectives and inspiring collective responsibility to break this cycle. With its powerful storytelling and relatable scenarios, the campaign leverages a single video asset to humanize the issue and empower people to take action, reinforcing that everyone has a role in preventing the initiation of underage drinking. The campaign’s impact lies in its ability to connect on an emotional level, educating and driving a cultural change toward healthier attitudes and behaviors surrounding alcohol consumption in South Africa.

Credits

Agency

Riverbed, Johannesburg, South Africa

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