Creativity for Good: How Advertising Can Impact Lives - Case Study on Binge Drinking

The article discusses the impact of creativity in behaviour change seeking to improve individuals’ and communities’ lives. Focused on the binge drinking phenomena, quite common in university student parties, the article stresses the role of advertising and design in behavioural change, through a case study of an initiative launched by a portuguese beer leading brand and carried out with university students, based on co-creation. The challenge of promoting responsible behaviours was enormous: the brands’ core business was to sell beer and, on top of that, it was the main sponsor of university parties. A smart drinking strategy was implemented and data allows to demonstrate the add value of creativity developed in a co-creation environment.