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NYC Dept. of Health "Two Drinks Ago..."
the rivet
When New York City wanted to reduce holiday emergency expenses brought on by excessive liquid exuberance, RIVET showed, in graphic detail, the cost of binge drinking.
branded action
New York City's first campaign warning against the dangers of binge drinking focuses on how one or two drinks beyond your limit can dramatically impair your judgment and even threaten your safety.
Two ads, produced in English and Spanish, feature a man who should have walked away from a fight and a woman who can't get herself home.
The campaign generated tremendous amounts of earned media, with prominent coverage from the New York Times, New York Magazine, all the NY dailies and every local TV News show.
The ads, placed in subways and on buses and ferries, also garnered a national health care creativity award.
