The Tomorrow Project helps Kiwis understand how much they’re drinking by giving the standard drink its very own glass via Y&R New Zealand

Y&R New Zealand has launched a new campaign for The Tomorrow Project – a social change initiative of beer, wine and spirit producers in New Zealand.

The campaign sets out to help Kiwis understand how much they’re really drinking by giving the standard drink its own glass.

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VIEW THE CASE VIDEO

The campaign is to address the issue that while the idea of a ‘standard drink’ is ubiquitous, actually only a third of Kiwis know how much is in one standard drink, causing many to underestimate the amount they’re actually drinking.

The idea is to get these glasses out to as many people as possible to help address the issue.

So far the response has been fantastic – Y&R New Zealand’s initial run of over 10,000 glasses was snapped up in 12 hours by drinkers across the country.

Says Jessica Venning-Byran, program director, The Tomorrow Project: “It’s been inspiring working with a team that understands how to engage the consumer with a serious message. No one wants to be lectured or berated for not being as informed as they could be, but this campaign shows that when you add real value to the consumer – then they respond. This approach has the potential to revolutionise public education campaigns.”

Says Josh Moore, Y&R New Zealand executive creative director: “All of the team at Y&R believe in the importance of solving our client’s pivotal problems. Sometimes a brilliant solution takes the form of traditional comms, from a traditional brief. But increasingly the crucial agency thinking is taking place right back in the boardroom with the client. The results are most often new product ideas that either serve a much needed function, like Standard Drink or create a much needed perception shift. To my mind it’s all about agencies providing their clients with ideas for both the tools and the communications that will change consumer behaviour and it’s making for very exciting times in advertising. Hats off to The Tomorrow Project for embarking on a new approach that will make a real difference.”

Says Scott Henderson, Y&R Wellington creative director: “Creating real change, and making it stick, is the missing part of so many social marketing campaigns. The core strength of the Standard Drink campaign is that it makes change automatic – taking the hard work away from our audience. And as a lasting resource – each glass has a lasting impact.”