NSW Government

Following two high profile deaths and a string of assaults, the NSW Government was determined to tackle the issue of alcohol-fuelled violence amongst young Australian males. The the ‘Stop Before it Gets Ugly’ campaign is centered around the insight that there’s a big difference between “happy drunk” and “too drunk”, and the objective was to make young males aged 18 to 24 aware of this tipping point, raising awareness and changing behaviour. Following no further reported deaths in 2015, the campaign was awarded a Bronze Effie.

Role: Account Director, J. Walter Thompson

Creative Directors: Laurie Geddes and John Lam