The Context
Ruby Cha Cha partnered with DrinkWise to evaluate communications designed to reduce harmful alcohol consumption behaviours
A case study with DrinkWise
Ruby Cha Cha partnered with DrinkWise to evaluate communications designed to reduce harmful alcohol consumption behaviours
DrinkWise required communications that moved beyond awareness to encourage real-world behaviour change. The challenge was to identify:
Through qualitative and quantitative testing, we identified the communication elements most likely to influence behaviour while avoiding unintended negative consequences.
The campaign was shown during agile focus groups with avid and casual fans.
The research focused on understanding what motivates action, what creates resistance, and how creative executions can be optimised before significant media investment.
Evidence emerged suggesting the campaign was helpful in addressing the drinking culture within the game
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