DCSF - Cinema Breaks
Today
05.02.2010 | New Work
The DCSF (Department for Children, Schools & Families) last month launched its first advertising campaign that aims to influence the attitudes and behaviour of children, young people and their parents and carers about alcohol. The purpose of the DCSF is to make England the best place in the world for children and young people to grow up, and their aim as set out in the Youth Action Plan is for all young people in England to grow up to have a safe and sensible relationship with alcohol. This campaign complements existing Department of Health and Home Office alcohol campaigns.
The work, created by Wieden + Kennedy, broke with two TV spots which aimed to highlight the fact that many parents don’t proactively speak to their children about the dangers of alcohol.
The next phase of the campaign breaks across the UK on Friday 5th February, with a cinema advert aimed at young teenagers. Similarly to adults, some teenagers don’t see alcohol as a big risk to them – they see drink around them and as a consequence it is ‘normalised’, something accessible and every day. Like the TVCs, the cinema film highlights the risk you can place yourself in by dangerous alcohol consumption but in a far more hard-hitting way – getting across the message that if drink rather than you, is calling the shots – the things you’re normally wary of, are more likely to occur.
Paul Jordan and Angus Macadam, Creative Directors, W+K said, ‘Children as young as 13 are often already drinking at parties and facing some pretty grown-up decisions. This campaign is a reminder that good decisions are harder to make when you’ve been drinking.’
For further information, go to: www.direct.gov.uk/whyletdrinkdecide