Yeah Nah - Effective Visual Precendents

The key audiences for Say Yeah, Nah are:

• New Zealanders aged 18 to 35 who binge drink (7 to 12 drinks)
• New Zealanders aged 18 to 35 who drink at high-risk levels (13+) who are open to change
• Friends and family of these drinkers, including those who host drinking occasions.

Department of Lost Nights

The target audience is 18 to 24-year-olds, as they drink more frequently and at riskier levels than other age groups. The elements developed for the campaign, including advertising content and media placement, are all targeted to this age group. The elements are designed to be easily shared on social media and generate ‘talkability’ amongst the target audience. Media focuses on digital environments and will reach young people across New Zealand. If you don’t see a lot of the advertising you may not be in the target audience.

1. television – TV2, Three, The Edge TV, Duke, Vice
2. online video – YouTube, Facebook, Instagram, Vice
3. digital display – the range of sites including Spotify and Snapchat
4. social – Instagram, Snapchat and Facebook
5. out-of-home – bars and street posters

Go the distance

This was the focus of the 2017 'Go the Distance' phase of HPA's Say Yeah, Nah advertising activity which was led by a 30 second TV commercial centred around two blokes competing for the attention of a girl at a backyard party. One bloke puts himself out of the race by drinking too much alcohol, while the other triumphs by easing off the beersies and drinking water instead. The message? - Ease up on the beersies and you'll go the distance.

The TV advertisement was supported by online video placement, bar, stadium and festival advertising, social media presence and online search activity. 

The primary target audience for the Say Yeah, Nah marketing is medium and high-risk drinkers aged 18 to 35 who are open to change (ie, they want to drink less).

• Yeah, Nah is a great way to say you don't want another drink.
• Yeah, Nah gives you social permission to decline a drink.
• Respect people's choice not to drink.
• Not drinking doesn't mean you don't want a good time or won't have a good time.
• Back your mates who are trying to ease up - show your support.
• Drink water between alcoholic drinks.

Not Beersies

The 'Not Beersies' phase of HPA's Say Yeah, Nah campaign launched on 2 November 2014 and promotes water as a spoof beer brand.

It supported the work that has been done to provide people with a language to ease up - Say Yeah, Nah - and to discourage pushing alcohol on others - ‘They’re not saying no to you, they’re saying no to the beersies’.

The target audience is those aged 18 to 35 who drink at medium to high-risk levels and are open to change. Secondary audiences are mates of medium and high-risk drinkers, hosts of private functions or parties and licensed premises hosts including bar staff, managers, owners and large event organisers to reach drinkers in the venues where they drink.