VicHealth wants to see a better drinking culture in Victoria. One where people can say no to a drink when they feel like stopping, where drinking to get drunk isn’t seen as acceptable or normal.

Most Victorians drink. Alcohol is a part of most social occasions. The problem is, the more you drink the more likely you are to suffer from an injury, aggression or accident and do or say things you may later regret. Additionally, drinking too much, too regularly increases their risk of chronic disease; such as heart disease or some cancers.

The VicHealth Innovation Challenge called for ideas to help change Victoria’s drinking culture by either:

  • Reducing the amount Victorians drink, particularly those who drink a lot, often, or;
  • Increasing the acceptability of saying no to a drink, or drinking a bit less.

We were engaged to design and produce this motion graphics piece, in collaboration with Yosh to promote the 2014 VicHealth Alcohol Challenge. Which encouraged change makers to  engage and pitch innovative concepts that could help change people’s thinking around drinking and alcohol consumption.