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Binge drinking is extremely common in and around university campuses in Nova Scotia. We decided to take a non-traditional approach to raising awareness while using examples that literally came out of the research we did with students, where a lot of them "almost" froze to death or "almost" ended up in the hospital.
We created a digitally centred campaign where series of decals with QR codes placed around university campuses and residences that when scanned with smart phones, lead to Facebook and YouTube videos. The videos were also made into Facebook ads that performed way above par. The Campaign was featured in the local news during frosh week and we ended up with a lot of earned media through various social networks. Students and professors were able to recall the videos and additional tactics months after the pieces were removed from the campuses.
NSLC Anti Binge - Decal
The Decal that linked to the Rise and Shine video