Mental Health Commission TVC by The Brand Agency found to be most effective for alcohol education from 83 advertisements worldwide
A TVC titled 'Spread' by The Brand Agency has been found to be the most powerful alcohol education ad internationally in motivating people to cut back on their drinking.
The commercial depicts red wine spreading throughout the body, increasing the risk of liver, bowel, and throat cancer. It was produced for the Mental Health Commission (formerly the Drug & Alcohol Office) in 2010, and has also been picked up by the Cancer Council of Victoria, who will run it later this year.
Published in the British Medical Journal Open, the study asked over 2,100 Australian adults to compare 83 alcohol education advertisements from around the world. 'Spread' was rated as the most likely to motivate drinkers to reduce alcohol consumption. The study asked people to score each advert on a five point scale, with one being the lowest and five the highest motivation to reduce their drinking behaviour. 'Spread' scored the highest at 3.77.
"With alcohol education campaigns you walk a fine line of trying to inform the audience without alienating them" said The Brand Agency Account Director, Emma Sadler.
"We have had the privilege of working with the Mental Health Commission for more than twenty years and over that time we have been able to create excellent work that truly changes human behaviour for the better."