“First you take a drink, then the drink takes a drink, then the drink takes you.” A quote by F. Scott Fitzgerald. The root history of alcohol and its preparation varies; the earliest trace of alcohol was found in China, here the real story of its origin is said to be far from complex. Through the fermentation of fruits and flowers the Chinese made the alcohol. Additionally, alcohol in Britain and America came in around the 16th and 17th century and by the 1930s respectively. Then people consumed alcohol at family meals, weddings, festivals and holidays which is not any different from now, however, due to high rates of abuse, officials started restricting alcohol consumption due to its accompanied effects. Even in Massachusetts in the year 1654 reasserted laws against brewing as alcohol often triggers crimes, including rape, health complications and many others.
Tracing years back, the effects of alcohol intake to the body: physically and psychologically have been interestingly evident, how much more in our current dispensation? Where knowledge and access to information abounds, these and more are what some manufacturers and advertisers in this industry are not telling their most loyal customers, sad but true!
We care organization is an advertising agency, as an organization we fall on counter ads to raise again or increase awareness on controversial issues in our society. (counter ads are advertisements which responds to another advertisements, takes the opposing position and generally made out of controversial topics like, smoking, alcohol, sugar intake etc.)
Our current project seeks to identify ads on alcohol and counter that ad, this is to help in our small way to hammer again the health complication of alcohol intake hopefully to also help reduce alcohol intake and to sensitize alcohol consumers about the dangers they are exposing themselves to. Our Agency looked at an ad on Royal Salute whisky, in the ad they associated their product to Royalty, elegance and affluence where featuring characters were dressed as such too, obviously seeks to reinforce their message; with the tagline “ Create your own Kingdom” we countered this with “Your kingdom shouldn’t be the Grave” This is where our ad comes in to counter thus open the eyes of target audience about “what they do not see”, what the manufacturer is keeping mute about and what the advertiser is wrongly glorifying; as counter advertisers our mission is exposing health complications of taking in alcohol so our ad exposes the havoc caused by the alcohol they are taking some of these effects include: Liver damage whose job is it is to break down harmful substances in the body, this can lead to hepatitis, jaundice and cirrhosis, which is the build of scar tissue that eventually destroys the organ; Alcohol can also cause kidney, bladder and prostate inflammation, a lot more.
“Life is important. There’s nothing to hold onto. A man that drinks is throwing his life away. Do not do it, hold on to life, there is nothing else to hold on to …” – Rob Lowe
Ashun Anita
[Bacs21489]
wecarefoundation 