Kids say the darnest things
HEALTH PROMOTIONAL BOARD TVC
Underaged drinking is a known problem. But what if parents were the ones encouraging it?
This was a brief given by HPB Singapore for a module in school.
Develop a TVC to persuade parents to stop giving their children (under 12) alcohol.
- Previous HPB campaigns were aimed at curing rather than alcohol abuse
- Parents give their children alcohol during social gatherings to expose their children to alcohol
- Parents lack specific knowledge of the problems of underaged drinking
KEY INSIGHT: Parents think that excessive drinking is a problem. However, they do not see underage drinking as a problem.
We interviewed kids who drank with their parents' consent. And used their words – in verbatim.
- Selected by HPB as the winning pitch
Nor' Huda, Taahira Ayoob, Shermaine Tan, Siow Weilang, Jemimah Seow