According to recent
studies conducted by the Colombian Ministry of Health and Social Protection,
12.2% of Colombian people are at risk of alcoholism, but excessive consumption
is 30% higher in males. There is scientific evidence that the excessive
consumption of alcohol is harmful not only for physical and mental health – it
also carries issues related to safety, communal living, and family
environments.
That’s why women have
become the most affected group in Colombia, as most of the violence committed
against them is committed by men in a drunken state. AGUILA, the biggest beer
brand in Colombia (and one of the most valuable of the country) needed to do
something about it.
There is a law in
Colombia that warns of the potential dangers of alcohol consumption. Every
advertisement that features an alcoholic drink must have the disclaimer:
“Excessive alcohol consumption is harmful to your health.” On International
Women’s Day, Cerveza Aguila, the most valued beer brand in Colombia, decided to
use those disclaimers to deliver a forceful statement against gender violence.
We replaced the voices
of the legal disclaimers in all of our ads, with the voices of women that were
abused by drunken men. Then we also created a website where more women could
open up to speak. The disclaimer included in all of its ads aired both on radio
and TV during March were read out by real victims of gender violence who also
told their stories.
We run 200 legal
disclaimers within all of our TV and Radio Ads. They ran in the 4 main National
TV Channels, in the 10 main radio Stations and in our own social networks.
- 17 MM people saw and
heard our ads across different media.
- More than 6 MM
impressions.
- 3 MM earned media.
- The most mentioned
campaign in International Woman's Day in Colombia.
- Celebrities talked
about the campaign.
- In one week, the
campaign was picked up by the biggest newspapers and radio stations in
Colombia, such as El Tiempo, El Espectador, Caracol Radio and La W resulting
more than two million impressions.
- The campaign also
sparked conversation on social media – primarily on Twitter – where big local
influencers such as the most prominent cartoonist in the country, ‘Vladdo’, and
his famous character, ‘Aleida’, shared the video reaching around 10 million
people and generating more than 16 million impressions.
SCRIPTS:
FIRST EXAMPLE:
Regular
AD:
VO:
Colombia evolved. Now
the world dances to our own rhythm. Peerless image, peerless flavor. Aguila
Beer. Open yourself.
*Legal Disclaimer ran
immediately after the Ad:
Abused Female VO: Excessive
alcohol consumption is harmful for your health. In my case, one time my drunken
husband hit me when I refused to have sex with him. Law 30 of 1986.
SECOND EXAMPLE:
Regular AD:
VO 1: Hey James! Do you know that a true friendship
is priceless, right? That friends are always there no matter what, right?
VO 2: What
you do really want is a Poker Beer, right?
VO 3: Now, Poker beer with a friendly price, ask for
it for just 1 dollar. Poker beer. Better with friends.
*Legal Disclaimer ran immediately after the Ad:
Abused Female VO: Excessive
alcohol consumption is harmful for your health. In my case, my drunken father
smacked me in the face at Christmas. Law 30 of 1986.
THIRD EXAMPLE:
Regular
AD:
VO:
Colombia evolved. Now
the world watches our football. Peerless image, peerless flavor. Aguila Beer.
Open yourself.
*Legal Disclaimer ran
immediately after the Ad:
Abused Female VO: Excessive
alcohol consumption is harmful for your health. In my case, one time my drunken
boyfriend beat my face in for dancing with a friend. Law 30 of 1986.