Phases of Say Yeah, Nah messaging have focused on saying no, not pushing alcohol on others, pacing yourself with water, moderating intake to go the distance and not missing out because of too much alcohol.
The original Department of Lost Nights video told the story of a person who drinks too much and loses his memories, therefore, missing out on the night. The latest creative extension shifts the focus to actions that can be taken to prevent missing out.
About the campaign
Videos and radio advertisements form the core of the latest Department of Lost Nights marketing. Research showed the main message outtake from the Department of Lost Nights marketing was ‘alcohol effects your memory and/or causes blackouts’. The latest creative shifts the focus to actions that can be taken to prevent missing out.
The videos and radio advertisements use seductive tongue-in-cheek language and imagery to entice our audience (young adults aged 18 to 24 who drink at high risk levels) into taking action.
Key messages and audience
- Swap your next drink for water.
- Swap your next drink for food.
- Skip the next round.
- When you drink too much, you risk missing out on the good times
The target audience is 18 to 24-year-olds, as they drink more frequently and at riskier levels than other age groups. Research confirms that young Māori continue to be a priority audience for this work.
Advertising is in market from 8 December 2019 to 7 March 2020 across a variety of channels including:
- online video – video on demand, YouTube
- digital display – range of sites
- social – Instagram and Facebook
- out of home – bars, liquor stores, festivals and street posters
- audio – Mai FM, Flava, The Edge, ZM, George FM, Hauraki, The Rock, Spotify, iHeart
- Radio, Acast, Podcasts
Supporting the campaign
Resources are available in a digital toolkit on this website for community organisations, health promoters and others to use to promote Say Yeah, Nah campaign messaging in local communities.