Artegence is responsible for the social campaign – “Alcohol. Always responsibly.”
26.07.2024
On July 11, a public awareness campaign was launched, titled, “The Public. “Alcohol.
Always responsibly” for the Employers’ Association of the Polish Spirits Industry, which addresses the difficult topic of alcohol abuse and its consequences.
The campaign is educational and aims to change public awareness of alcohol abuse. Influencers involved in the campaign are Michal Mikolajczak, Tomasz Ciachorowski and Patryk Chilewicz. The concept is based on publishing recordings on the private InstaStories of influencers who participated in the project. The videos showing heroes in an intoxicated state – created for the campaign – were unsurprising, and are designed to make the public aware of the disastrous effect that behavior under the influence of spirits can have on our reputations.
Michal Mikolajczak and Tomasz Ciachorowski acted as a duo. On their InstaStories there was a report of a party where one actor overdoes it with alcohol, while the other records it from a sober perspective. Mentions referring to celebrities’ InstaStories appeared, among others. On the Hydepark group, on Gossip.pl and on gazeta.pl. We branded the campaign with the hashtag #withFace for a specific purpose – so users can easily maneuver between campaign and influencer materials.
Summary stage
This is a reveal from the heroes along with a correction of the whole situation, which redirects to www.pijodpowiedzialnie.pl
On the fan page “Alcohol. We have divided the “Always Responsibly” action into different cycles, viz:
Educational
presenting research on. drinking alcohol or interesting facts about alcohol in the form of accessible and interesting infographics,
AAA
explaining that the concept of “light” alcohol does not exist, and that any alcoholic beverage is equally harmful.
In addition, as part of the campaign, Patrick Chilewicz served up some tips on responsible drinking #withFace on his Instagram profile.
The next step is thematic blocks on Instagram:
Video
Videos showing short scenes of “How you feel after alcohol vs How others see you”. This is a direct follow-up to the influencer campaign,
Lifestyle
pictures showing that at any age you can overdo it with alcohol. Posts juxtaposed with photos of cheerful, happy people who did not overdo it with alcohol. By doing so, we will show that it is always possible to end an event #with a face.
On Insta Stories – “Alcohol. Always Responsible” will also feature weekly questions about facts and myths about alcohol, which observers will learn the answer to in the next post. To communicate to a wider target audience, among others. representatives of the authorities or experts in the field. public health, we have launched a periodic mailing through which we will inform about the launch of the campaign, important milestones and side events.
