The Week: Wieden & Kennedy wins DCSF alcohol awareness task

Wieden & Kennedy London has been appointed by the Department for Children, Schools and Families to handle an advertising campaign aimed at raising awareness of alcohol misuse among young people.

The agency secured the Youth Alcohol Action Plan business following a two-way shoot-out against VCCP. The process was handled by COI.

Rainey Kelly Campbell Roalfe/Y&R and Miles Calcraft Briginshaw Duffy were knocked out of the pitch at an earlier stage.

The campaign, which will be targeted at parents and children, will break early next year, with the aim of changing the behaviour and attitudes of young people regarding the consumption of alcohol.

This strategy remains separate from the Home Office's long-running anti-binge-drinking campaign, which is currently handled by VCCP. It produced an award-winning ad for the campaign last year in which a girl and a boy prepared for a night out.

Posing the question "You wouldn't start a night out like this so why end it that way?", the ad depicted the teenagers vomiting, ripping their clothes and urinating on themselves before leaving the house.