In Colombia, it’s mandatory for alcohol brands to have a disclaimer encouraging smart drinking. The disclaimer reads: “Excessive alcohol consumption is harmful to your health,” but it is no longer effective.
For International Women’s Day, MullenLowe SSP3 and Colombia’s most valued beer brand, Cerveza Aguila, decided to make the disclaimers stand out again by using stories of women to have been abused because of excessive drinking. Throughout March, the disclaimer was read out by real victims of gender violence who also told their stories on radio and TV.
In one week, the campaign was picked up by the biggest newspapers and radio stations in Colombia such as El Tiempo, El Espactador, Caracol Radio and La W, resulting in more than two million impressions.