In response to the open brief, set by Creative Conscience 2021, The Think Drink Campaign focuses on raising awareness of the challenges surrounding the consumption of alcohol whilst being a type 1 diabetic. The project has the intention of raising awareness of the confusion which arises between the symptoms of being drunk, and experiencing hypoglycaemia (low blood sugar), which can look very similar. Hypoglycaemia can become life-threatening if not treated properly, which is why it is crucial that a sense of awareness is raised.
The audience for the campaign was 18-25 year olds in the UK. As the campaign was directed at alcohol consumption, it was positioned in nightclubs and music venues across the UK.
The visual identity of the campaign pays homage 1990’s rave culture. The campaign’s smiley face logo pays homage to this and references the link to type 1 diabetes, with the eyes and mouth referencing the fluctuating blood sugar levels. A bright, neon colour palette and bold typographic style were used to suit the campaign’s positioning and resonate with the intended audience.
The campaign was supported by a range of marketing materials, adapted for both digital and printed media including implementation into public settings. Alongside this, the materials were complimented by additional collateral and promotional items including coasters, wristbands, bags, and lanyards.
