ZP PPS is the author of the campaign ''Alcohol. Always responsibly.” (pl. Alkohol. Zawsze odpowiedzialnie). The starting point for its creation were the results of the research described in the report “What Poles do not know about alcohol?”. The main objective of the campaign is to increase knowledge about the content of pure alcohol in particular alcoholic beverages. The project is commissioned by B-water agency.
Alcohol
Always responsibly.
social media, motion design
Client: Association of Employers Polish Spirits Industry (ZP PPS)
Tasks
- Developing a communication strategy in social media
- Reaching out to as many adult Poles as possible
- Education and communicating the main message of the campaign
Tasks
- Developing a communication strategy in social media
- Reaching out to as many adult Poles as possible
- Education and communicating the main message of the campaign
We're only interested in facts
Did you know that a half-liter bottle of beer has more alcohol than a glass of vodka?! We suspect you didn't.
The report What Poles do not know about alcohol? clearly demonstrated that Poles are not aware of the amount of pure alcohol in particular alcoholic beverages.
This knowledge was crucial for us when planning the strategy, including the fanpage of the campaign.
Educational content can engage
We have proved that communication of a social campaign doesn't have to be boring!
We have not moralized users and discouraged them from drinking alcohol.
Instead, we have deconstructed myths and activated the community with quizzes and competitions.
We have illustrated that the number of % on the back of the label does not reflect the content of pure alcohol in a given beverage at all.
Animation
The results of the multi-channel promotion of the campaign were summed up by means of... an animation, which was presented to the guests of the IV Congress of the Spirits Industry (IV Kongres Branży Spirytusowej). For the purpose of the project, we created a script, key visual, and storyboard, and then proceeded with the execution.
The story that we have presented was divided into two parts. The first one talks about how much and in what way Poles drink, and the second one in a creative way describes the process and results of the campaign.
In fact, you should see it for yourself!
See the video!
Results?
30
%more fans
in 3 months
60
%increase
in engagement
16 000
medium reach per day
2
minof applause
after presenting the animation
See other projects
Foundation for the Development of the Education System
