The Challenge: How do you get 18-24 year olds in Europe to stop scrolling and give their attention to a responsible drinking message?
The Approach: Skipping the usual scare tactics, Weekend Not Wasted took a fun, empowering approach—partnering with MTV to inspire young drinkers to swap hangovers for unforgettable weekend adventures.
The Results: Reached over 60% of 18-24 year olds across Europe, over 8 million viewers
68% uplift in awareness of responsible drinking amongst MTV viewers
108% uplift in intention to reduce alcohol consumption
1 in 2 viewers agreed that ‘weekends are better spent not hungover’
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