Reduce underage drinking throughout Iowa.
Pre-teen and teen audiences rebel against "don't drink" lectures. But they respond to the real consequences of what alcohol can do to them.
We encouraged the underage audience to stop and think about the risks and harms of drinking. Communications empowered them to take control and make the right decision in the face of peer pressure.
Since the campaign launched in 2010, Iowa has seen a 3.5% decline of underage drinking.
“Bottle Caps” was a highly awarded campaign, culminating in a silver National ADDY Award from the American Advertising Federation.