Christmas Campaign 2007
Based on the success of the 2006 Media campaign and continuing with initiatives to raise awareness as per the recommendations from the Baseline Study, KAAP developed a second Christmas campaign, continuing to promote the message of "Take A.I.M, Alcohol in moderation". The goal was to run an easy going radio campaign with non-threatening messages promoting responsible drinking. 5 different messages were developed to highlight different situations in which too much alcohol consumption ruins a good night as well as messages to reinforce the NHMRC guidelines for moderate drinking.
In addition to the radio campaign, stubby holders were designed which again reinforced the "Take AIM" slogan. These were distributed via local licensed venues and through various service providers.
Printed media was also used with two different advertisements.
