nailed it! mitch brown says ‘give us an ad break’

The issue:‍ ‍Alcohol advertising

This example comes from: Foundation for Alcohol Research and Education (FARE)

Strategic context: FARE and their partners are running a campaign to curb pervasive gambling, alcohol and unhealthy food advertising, calling on the Federal Government to protect children and improve long-term health outcomes.

The values it’s priming are: Mature Love, Social Justice

What we love about it: Firstly, the messenger. Messengers are an important part of any message and Mitch Brown is the real deal - articulate, real and passionate, with the credibility of a well loved sportsperson. Secondly, the message he’s spreading is firmly rooted in externalising the problem - placing the blame for alcohol harm squarely on the alcohol companies sponsoring sports leagues and influencing young men, not the young men themselves. Mitch gives real, tangible examples that are showing, not telling the audience what is wrong and what needs to happen next. In the second video, he makes it personal by referencing his own kids, priming the Benevolence value of Mature Love, always a very effective value to use. Watch the videos here and here

You can see more tips on talking about harmful product marketing by downloading our new Harmful Product Marketing Reform message guide, packed full of tips like these.

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