Al-anon: A SCENT THAT TELLS YOU HELP IS AT HAND

Credits & Description:

Advertiser: AL ANON
Agency: Y&R SOUTH AFRICA
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: A SCENT THAT TELLS YOU HELP IS AT HAND
Account Manager: Alexandra Masters (Y & R South Africa)
Creative Director: Bibi Lotter (Y & R South Africa)
Producer: Lesley Wyldbore (Y & R South Africa)
Chief Creative Officer: Graham Lang (Y & R South Africa)
Art Director: Grant Seller (Y & R South Africa)
Executive Creative Director: Rui Alves (Y & R South Africa)
Photographer: Rudi Lotter (Y & R South Africa)
Copywriter: Carmen Lambrianos (Y & R South Africa)
Designer: Mikhael Cohen (Y & R South Africa)

Execution
Utilizing a guerilla tactical approach, we were able to reach the public in a discreet way by highlighting the human truth that the smell of alcohol instantly triggers both physical and emotional reactions of the family and friends of an alcoholic.

Outcome
Over the period of the activation, the toll-free number printed on the tester strips received more than 800 calls – an increase of 70%. And due to the success, the program is set to be rolled out nationally. Attendance of support group meetings increased by 33% during the activation period.

Implementation
We created mock perfume testers which were sprayed with alcohol. These were handed out at perfume stores in shopping malls. On the strips we placed a message: “If someone you love smells like this, we’re your support.” Al-Anon’s toll-free number was printed below allowing the public to find out more.

Client Brief Or Objective
South Africa has one of the highest per capita alcohol consumption rates in the world. This means there are many friends and family of alcoholics who have to deal with this problem alone. Al-Anon targeted new customers by informing them that we can give them the support they need to deal with their alcohol-dependent loved one. Since the topic is often met with secrecy and shame, we needed to find a discreet way of reaching the South African public.