Mental Health Commission 'I Need You to Say NO'

“We wanted to focus on the pressure parents feel when it comes to letting their underage children try alcohol – whether that’s pressure coming from the kids themselves or because of a belief that it’s ‘what other parents do’ – because research showed it had a significant influence on their ultimate decision-making’ said John Linton, 303 MullenLowe’s Planning Director. Acknowledging the scepticism that often comes from hearing anti-alcohol messages, this campaign leverages an unexpected set of spokespeople – the teens themselves.

Here's a couple of exerpts from the press release to give a sense of this campaign:

'I Need you to say NO' is an Alcohol.Think Again integrated campaign designed to reinforce the importance of delaying adolescent alcohol initiation until at least 18 years of age.

Richard Berney, Executive Creative Director 303 MullenLowe: 'At the heart of this idea is children asking their parents, to be parents. I have two adolescent children, and their powers of persuasion are surprising and relentless. To me, this idea was the one that held me - my kids ultimately need me to say 'no'.

303 MullenLowe

Executive Creative Director/Creative: Richard Berney

Copywriter: Melita Masters

Copywriter: Molly Cathcart

Art Director: Bianca Galan-Dwyer

Producer: Rozanne Fretz

Planning Director: John Linton

Strategic Planner: Milica Djurovic

Client Services Director: Todd Baker

Production

Production Co: Beautiful Pictures

Producer: Kate Downie

Director: Jess Bluck

Post Production: The Office of John Cheese

DOP: Patrick O'Sullivan

Sound: Nick Gallagher - Brainestorm

Photographer: Sam Harris Photography

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