The aim of the campaign was to encourage young people aged between 11-16 years old to be more confident in dealing and intervening in situations where a friend is in a state of distress, such as passing out from too much alcohol.
Using an online methodology, the sample was split between a test group of those who had been exposed to the advertising (had been present during the pre-reel of the film at selected cinemas within a one week period) and a control group of those who had not been exposed (had not seen the film in selected cinemas).
The results demonstrated how effective the advertising had been as the test group demonstrated a significantly higher awareness of the campaign than the control while also being more likely to find the advertising relevant to themselves and more willing to discuss the campaign and these issues with friends.
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