The ‘What’s Your Poison?’ campaign aims to raise awareness about how alcohol causes harm to health. It runs across TV, radio, OOH, digital, and social media and is part of the ongoing Alcohol. Think Again public education initiative.
It is the first time a direct correlation between alcohol and poison has been made in an Alcohol. Think Again campaign.
Acting Mental Health Commissioner, Lindsay Hale, says: “Alcohol contributes to significant harms in our community. While we have seen success over recent years in raising awareness of the health risks of alcohol, almost half of West Australian adults are not aware alcohol causes cancer. The new campaign shows that when a person drinks alcohol, the body converts alcohol to acetaldehyde, a toxic chemical and known carcinogen. This causes damage to cells, which can lead to cancer. Continuing to raise awareness about the health risks of alcohol remains an important step to reduce preventable death and disease in the Western Australian community.”
The Alcohol.Think Again public education program is part of a comprehensive approach that aims to prevent and reduce harms from alcohol in Western Australia. It is delivered by the Mental Health Commission, with support by Cancer Council WA.
Credits
Client - Mental Health Commission, WA
Agency - 303 MullenLowe
Head of Planning – John Linton
Executive Creative Director – Richard Berney
Executive Creative Director – Richard Berney
Art Director – Stephen Hansen
Copywriter – Zosia Kilpatrick
Head of Design – Alby Furfaro
Finished Artist – Suzanne Whoston
Senior Business Director – Holly Creasey
Business Executive – Devon Jackson
Head of Production – Johnathan Julius
Production Company: Beautiful Pictures
Director & Editor – Corrie Jones
Producer – Kate Downie
DoP – Patrick O’ Sullivan
Photographer – Duncan Wright
Digi Op / Photographer Assistant – Michael Tartaglia
Online & VFX – Last Pixel
Audio Post Production – Cue Sound
Sound Designer & Audio Engineer – Nick Gallagher
Casting – Megan Carpenter @ Toesox
Media – Initiative
Ben McAuliffe and Matt Hollins