BREWERS ASSOCIATION SPEAKS TO YOUTH
By Adnews Staff
Ottawa-based Brewers Association of Canada is gearing up for the festive season. The organization will launch a national TV ad in mid-December to promote responsible drinking among youth. The ad will use irony to show how unglamorous drinking can be. There will be a party song called Feling Alright playing in the background, but the images will focus on the downside of drinking, including scenes of people passed out, getting sick and suffering from hangovers. The ad will be produced by The Gingko Group of Toronto. The ad is part of the Stand Up, Speak Out, Be Heard initiative from the association and is the first national public service campaign targeted specifically at young people and the first to involve youth in developing the message. It was created by Jim Greer of Voxel Media Works in Brampton, Ont. The Stand UP, Speak Out, Be Heard program was launched in September 1996 and invited young Canadians to create advertising concepts to promoted responsible consumption of alcohol among young people. Almost 5,000 young Canadians submitted 2,300 entries. Submissions were made in a variety of formats including print ads, videos, songs, poetry, scripts and audio ads.