My role: Concept, Scriptwriter, Copywriter
CONVINCE: adults (25-44) in Vermont who drink alcohol
THAT: they should reduce how much they drink
BECAUSE: cutting back, even just by one drink, can have a big impact on their health
RESULTS: Maybe One More?
The two videos were viewed to completion by almost 2.5 million men and women in Vermont. On YouTube, viewership was almost perfectly split by gender, but across Meta, female viewers drastically outpaced males, at a ratio of two to one.
The social posts performed well, generating engagement and traffic. Sadly, however, many of the comments were trolling and/or joking around the topic of excessive drinking.
Jon Aiken 