2018
A lot has been said about male alcoholism, including in public campaigns. Women, however — even though alcohol affects them more severely — are often left without proper support. How do you tackle such a sensitive topic while provoking real discussion?
We combined shocking communication with a hefty dose of solid information. Influencers were involved in the initiative. Sylwia Gruchała, Anna Dereszowska, and Olga Kalicka presented “10 proofs” showing that alcohol treats women worse than it treats men.
“Sexist pig” — quite a startling way to describe alcohol, right? We chose this name because of how it treats women and their health. And crucially, we have evidence. We found 10 solid proofs showing that alcohol affects women more negatively than men. That’s why, in this social campaign, we gave it a human face — the face of a man.
We didn’t want to create another campaign repeating the same clichés or skimming the surface of such a serious issue.
That’s why we paired shocking imagery with a strong informational backbone. Influencers Sylwia Gruchała, Anna Dereszowska, and Olga Kalicka presented the “10 proofs” that show alcohol’s harsher toll on women. As part of the campaign, we launched 10dowodów.pl (10proofs), a dedicated website offering comprehensive knowledge and an alcohol use screening test. We also prepared educational leaflets explaining, among other things, what a standard drink size is.
Additionally, we created a user-friendly app called “Alkulator” (freely translated: Alcolator) which helps users monitor their daily alcohol intake and educates them about its consequences.
An important element of the campaign was a press conference marking its second phase.
We created special invitations for journalists, written in the “sexist pig” voice. Representatives from the Marshal’s Office of the Wielkopolska Region and experts who contributed to the campaign’s educational content attended the conference.