Our well-known client wanted to understand attitudes and behaviours around excess alcohol consumption, to help them produce effective messaging to inspire behaviour change. Previous campaigns have always focused on the dangers of alcohol consumption, which people tended to reject.
What We did
We decided to broaden the context and look at ‘vices’ in general. Instead, we explored moments of lapsing and strength across categories, e.g., diet, exercise, drinking and smoking. We captured rich, self-ethnography and qualitative data around these moments using our unique mobile platform. This helped bring to life the underlying emotions experienced in the moment.
Our client was able to understand why people were lapsing and the interplay between different ‘bad habits’; ultimately producing more-effective campaigns that focused on the positive benefits of limiting alcohol consumption.