Byron Youth Service targets binge drinking teens with gig poster campaign via Decoder, Brisbane

Aimed at curbing binge drinking among teens, these posters, created by Decoder, Brisbane, were placed alongside real gig posters in and around Australia’s music festival capital – Byron Bay.

The series of posters addresses the key outcomes of binge drinking – sexually

transmitted infections, adolescent brain development, alcohol-fuelled sexual

assault and violence, social embarrassment and alcohol-related mental health

issues including depression and anxiety.

VIEW THE BURNING BUSH POSTER

VIEW THE KING HIT POSTER

VIEW THE BRAIN DEAD BINGERS POSTER

VIEW THE EVERLASTING ANXIETIES POSTER

Says Ken Roney, Decoder CD: “The media budget was limited so the idea needed to work pretty hard and engage with young people at a level that wasn’t preachy. 13 to 24 year olds is quite a broad audience but the common dominator is that all young people are into music. So we thought band posters was a nice way to reach them when they were drinking and educate them about the serious

downsides of binge drinking.

“When we tested the concept with local teens, most initially

laughed at the humour of the out-there band names, before reflecting on the reality of catching ‘stinky dick’. We were told some didn’t binge drink on the

Friday night after we presented – which is exactly what we wanted.”

Appearing in local gig guides, street media, t-shirts and online, the campaign will initially promote a Weekend of Action starting on 9 November. Teachers and youth workers can also download the posters and blank templates for teens to create their own gig posters.

Client: Cringe the Binge

Production Director: Stuart Thompson