ALAC, the Alcohol Advisory Council of New Zealand, has released a print campaign challenging New Zealanders to consider the effects of hangovers on everyday life. ALAC is attempting to change the NZ drinking culture – the culture in which New Zealanders drink too much at a time and accept being drunk. The tagline, “It’s not the drinking, it’s how we’re drinking” refers to the way in which Kiwis bank their drinking and spend it all at once. This series of posters challenges individuals to think about whether that drinking was really worth it. They depict some everyday scenes where the person who has been drinking is suffering the after effects, and because of this, is not fully able to be a part of whatever they are now involved in. Each shows a person trapped by a glass designed for drinking alcohol: the rugby player caught under a beer handle, the officer worker trapped under a wine glass, the woman at home trapped by a shot glass, and a father isolated at a picnic with his family.
The ALAC campaign was developed at Clemenger BBDO, New Zealand.