Step Back Think
Born from Adshel’s Creative Challenge competition, in which a donation of $100,000 worth of media spend was awarded, we created a two-year campaign for anti-violence lobby group, Step Back Think.
Launched with digital Out-Of-Home in Sydney’s busiest city train stations, the campaign presented a fresh direction in addressing one of Australia’s biggest social problems – alcohol-fuelled violence.
Rather than using shock tactics and graphic images to scare proper drinking etiquette into rowdy pub patrons, we used bright creative equipping young people with 6 new humorous slogans. From kebabs to karaoke, the concept offered safer, late-night alternatives to end a night of drinking.