I Need You To Say No
role: concept / copywriting
We were tasked by the Mental Health Commission to create a campaign for parents of under-18 teens featuring two key messages: it’s never ok of under 18s to drink, and more parents are saying ‘no’ to giving their teens alcohol than ever before.
We wanted to focus on the pressure parents feel when it comes to letting their underage children try alcohol – whether that's pressure coming from the kids themselves or because of a belief that it's 'what other parents do' – because research showed it had a significant influence on their ultimate decision-making.
In an effort to avoid scepticism that often comes from hearing a message like this from an authoritative voice, we used an unexpected set of spokespeople – the teens themselves.