Alcohol
Always responsibly.

social media, motion design

Client: Polish Spirits Industry Employers’ Association (ZP PPS)

ZP PPS created the campaign “Alcohol. Always responsibly.” (Polish: “Alkohol. Zawsze odpowiedzialnie”). It was inspired by the research findings published in the report “What Poles do not know about alcohol?”. The campaign aimed to raise awareness of the amount of pure alcohol in different alcoholic drinks. The project was commissioned by B-water agency.

Tasks

Developing a social media communication strategy
Reaching out to as many adult Poles as possible
Educating audiences and communicating the campaign’s main message

Tasks

Developing a social media communication strategy
Reaching out to as many adult Poles as possible
Educating audiences and communicating the campaign’s main message

We're only interested in facts

Did you know that a half-litre 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 insight shaped our strategy, including the campaign’s Facebook page.

Educational content can engage

We showed that a public awareness campaign doesn’t have to be boring!

We did not lecture users or tell them to stop drinking alcohol.

Instead, we challenged myths and engaged the community through quizzes and competitions.

We showed that the alcohol percentage on a label alone does not tell you the total amount of pure alcohol in a serving.

Animation

We summarised the results of the campaign’s promotion across multiple channels in an animation, presented to guests at the IV Congress of the Spirits Industry (IV Kongres Branży Spirytusowej). We developed the script, key visual and storyboard, then produced the animation.

The story had two parts. The first explored how much Poles drink and their drinking habits. The second used a creative approach to show how the campaign unfolded and what it achieved.

In fact, you should see it for yourself!