Getting drunk is a bonding experience that plays a central role in how young people socialise. It adds excitement and unpredictability for an age group who live for the moment. This campaign challenges 18 to 24-year-olds who drink excessively to consider the consequences of their actions on a night out. The core creative idea is a question which leaves the audience to decide whether their behaviour is acceptable or not, summarised in the line, ‘You wouldn’t start a night like this, so why end it that way?’ It ran as a fully integrated campaign appearing in TV, radio, print, online and an installation.
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