And our responsibility to put Responsible Drinking in Context

@RekaHaros

DIGITALCOMMUNICATION

How many of you have ever been drunk?

@RekaHaros

How many of you communicated it to the whole world?

@RekaHaros

What about this generation?

@RekaHaros

Schwartz HA, Eichstaedt JC, Kern ML, Dziurzynski L, et al. (2013) Personality, Gender, and Age in the Language of Social Media: The Open-Vocabulary Approach. PLoS ONE 8(9): e73791. doi:10.1371/journal.pone.0073791http://www.plosone.org/article/info:doi/10.1371/journal.pone.0073791

Millennials is the age group that post most updates using these words:

“drinking, drunk, beer, wine, and hungover”

@RekaHaros

Instagram on Oct. 29, 2014:

Over 20 million posts with #drunk

Almost 12 million posts with #wine

Almost 4 million posts with #drinking

About 13,500 posts with #winedrunk

Over 60,000 posts with #drinkresponsibly

131 posts woth #moderatedrinking

@RekaHaros

How should we bring the right message to the right people?

@RekaHaros

“ Make it simple.

Make it memorable.

Make it inviting to look at.

Make it fun to read.”

- Leo Burnett

to share

to experience

@RekaHaros

By putting the right content in the right context

@RekaHaros

Because we are now in 2014 and we need to act for the future Because there should be a minimum standard for professional communication:

HAVE A MARKETING & COMMUNICATIONS strategy before spending precious money!

Have a strategy fit for a strong purposeKnow your audienceKnow the audience’s psychologyKnow where they can be reached

@RekaHaros

1st example of “Responsible Drinking” Communication

Wine in Moderation: published on Sept. 18, 2013: 152 views on YouTube on 10/29/14

@RekaHaros

No offense but this is boring…

A perfect example of how boring we can be when communicating about wine!

@RekaHaros

2nd example of “Responsible Drinking” communication

Published by “Fragile Childhood” on Sept. 11, 2012: over 4 million views on YouTube.

Fragile Childhood is funded by the Finnish Slot Machine Monopoly and the President of the Finnish Republic, Sauli Niinistö, is the patron of it.

@RekaHaros

The creepiest and most terrifying public announcement I have ever seen!

@RekaHaros

So how could we communicate “responsible drinking” better?

By Giving Goosebumps

@RekaHaros

Dance More Drink Slow campaign is a perfect example

#DMDS

@RekaHaros

#DMDS and the power of a strategy based on insight

Responsible drinking indirectly promoted through the #DMDS movement

#DMDS becomes a valid and fun alternative to a night out drinking

#DMDS becomes cool to shareResponsible drinking is learned through

the experience of having fun and dancingResponsible drinking promoted through

role models instead of brands

@RekaHaros

EXPERIENCE vs. EDUCATION

Positive reinforcement Negative Reinforcementvs.

@RekaHaros

So a question to the so many funded Associations:

Do you think you are spending effectively the millions of Euros you receive to promote

responsible drinking? @RekaHaros

Stop talking and start acting, effectively!

@RekaHaros

Thank you!Reka Haros

@RekaHaros