Project Overview
Amateur sport is the lifeblood of regional and metro communities across Australia. It unites people from all walks of life, provides welcome distraction and hope during hardship and promotes social inclusion, long after the final siren has sounded.
So, when the Australian Federal Government’s National Health and Medical Research Council (NHMRC) announced new national alcohol consumption guidelines, our client, the Alcohol and Drug Foundation, wanted to engage these community sporting clubs through their Good Sports initiative.
Harnessing the spirit of competition intrinsic to sporting club environments, we produced an interactive campaign that challenged viewers to guess the new guidelines for themselves and test their knowledge in a bespoke online quiz.
By gamifying the messaging, we helped to better embed the new guidelines and prompt our communities to consider their own consumption.
Project Commissioner
Project Creator
Team
Showpony
Group Creative Director- Parris Mesidis
Creative Director- Nic Maumill
Account Director- Maya Abeysekera
Account Manager - Aaron Westwood
Art Director - Chloe Miller
Motion Designer- Felipe Carrasco Zapata
Alcohol and Drug Foundation
Head of Marketing and Communications- Cinzia Marrocco
Marketing Manager - Rebecca Martinelli
Project Brief
The Alcohol and Drug Foundation (ADF) exists to inspire positive change and minimise alcohol and drug harm in the community, and their Good Sports initiative has been helping to change Australia’s sports associated drinking culture for over 20 years.
With the introduction of new national alcohol consumption guidelines, ADF identified a key opportunity to engage their Good Sports clubs, utilising their crucial roles in the community as catalysts for spreading awareness.
Project Innovation/Need
Bar culture is an integral part of amateur sporting clubs, the clubrooms, bars and venues where communities congregate often play a bigger role in fostering community connection than the sporting matches themselves.
We decided to engage our audience at the coalface, delivering the new alcohol guidelines messaging where it was most relevant - in these sporting clubrooms. Using our communications to interrupt the social behaviour of post-match drinking would make them all the more resonant.
To tap into the existing organic bar culture, we hijacked a range of advertising and promotional assets that were universal to sporting clubrooms and then used them as tools to promote the new alcohol guidelines.
Design Challenge
Our central objective was to inspire audience engagement with the new guidelines, but how could we achieve this in an accessible way that didn’t play on fear or shame?
We would utilise the only thing we knew our audience loved more than a beer – a challenge.
Harnessing the spirit of competition intrinsic to these sporting club environments, we produced a suite of interactive collateral that challenged viewers to guess the new guidelines for themselves. Our bold and vibrant posters, bar mats, drink coasters and bathroom stickers posed different questions about the new guidelines, allowing our audience to test themselves on their drinking knowledge and challenge their perceptions of standard drink sizes or what is considered unhealthy.
Using a QR code, each piece of collateral then directed viewers to an interactive online quiz where they could test and apply this new knowledge in real time, compare their scores with friends and family and share online.
By gamifying the messaging, we helped to better embed the new guidelines and prompt our communities to consider their own consumption alongside the recommendations. We were also able to generate a visually striking and fluid user experience that allowed us to activate entire clubrooms at once.
Future Impact
As the campaign remains ongoing, its future impact is yet to be fully revealed.
However, uptake of our interactive collateral by sporting clubs was outstanding, with demand for packs almost doubling the initially reserved stock and requiring an additional print run.
And in just the first month, our interactive quiz held an average completion rate of more than 65% and average engagement time of nearly 8 minutes per session.
These early indicators suggest that interaction will unlock greater awareness of the new alcohol consumption guidelines and contribute to more positive outcomes for Australian sport's drinking culture.
Tags
Service - Community
This award celebrates creative and innovative solution design for the successful delivery and provision of services. Consideration given to system integration, user experience, product design
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