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Coates Kokes
Rethink the Drink is an initiative of the Oregon Health Authority. Our goal is to decrease excessive drinking and the harm it causes communities throughout Oregon. "Here and There" is the final piece in the most recent Rethink the Drink campaign. An ongoing effort stretching over three years, Rethink the Drink is the first public health campaign to address excessive drinking and the role alcohol plays in our society. The first campaigns introduced the brand, established the health harms of excessive alcohol use and suggested the conversation around drinking needed to change. The 2023-2024 creative sought to reveal to Oregon how ubiquitous alcohol has become in our everyday lives.
With work beginning in earnest on Rethink the Drink in 2020, we had observed our fair share of occasions when alcohol felt inappropriate. From being offered a beer before an eye appointment to a baby shower where everyone but the mother-to-be was drinking champagne, these occasions started painting a picture of what our data was telling us: alcohol is everywhere. We created "Here and There" to illustrate the strange and ironic places we serve alcohol. The most challenging aspect of production was the sheer number of locations. With 10 different scenes, we had to strategize ways to work each of these locations into our 5 day shoot, which also included production of 5 additional TV spots.
Crucial to the campaign's open and accepting themes, "Here and There" cultivates a lighter, inquistive tone, asking the viewer to question instead of pushing concrete conslusions. The 2023-2024 campaign was divided into flights. The "Here and There" spot was added in the final flight. Data suggests the spot would have been the campaign's highest performing spot had it run the duration of the media buy. The spot ran exceptionally well on YouTube - particularly in terms of highest completion rates when compared to the other videos we ran during this campaign. On Facebook and Instagram, the spot had the highest impressions and clicks, and the most website conversions when compared to other videos.
As Oregon is an alcohol-producing state proud of our beer, wine and spirits, crucial is all our creative is illustrating Rethink the Drink is not advocating for sobriety. Instead, we want people in Oregon to think about their drinking, its impact on them, their loved ones and society.
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