Health and Behaviour Change

Client

Durham Students' Union

Project

Never Have I Ever

A social norms campaign to raise awareness of alcohol use amongst students at Durham University 

Durham Students’ Union commissioned us to devise an educational campaign around alcohol use following the death of three male students falling into the river and drowning.

The campaign needed to focus on the wider issue of safety around alcohol, tackling rather than simply focusing on river safety.

We worked with students to understand their feelings around such a sensitive issue and create a positive outcome.

Following insight and co-creation  workshops with Durham students, our solution was a social norms campaign based on positive messages from Durham Students whilst, ironically, using a game from drinking culture as the campaign title.

NEVER HAVE I EVER seeks to find the truth about safe drinking and celebrates the drinking habits of Durham students.

We created positive messages based on research in the hope of creating an attitudinal shift.

The idea behind this concept is to challenge and flip the popular drinking game on its head, turning it into a route to communicate positive statements surrounding drinking behaviour.

Results

  • RECALLED BY 75% OF DURHAM STUDENTS (IN OUR ON CAMPUS POLL)
  • 15,000 FACEBOOK IMPRESSIONS IN THE FIRST PHASE OF
  • NOW IN IT'S THIRD YEAR, THE CAMPAIGN HAS GAINED TRACTION
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