Who’s It Gonna Hurt Campaign
Wodonga City Council Initiative
The Who’s it Gonna Hurt campaign is a Wodonga City Council initiative to change the drinking culture within male blue-collar workers aged 35 to 55. The campaign’s goal was to modify the way people think about drinking, their attitude, beliefs, social norms and reduce consumption.
Taking inspiration from classic Australian beer and alcohol brands, we created our own range of drinks to create a campaign that promotes the negative effects of consuming too much alcohol. By creating relatable physical and social environments, the campaign aims to lower the occurrences of risk and harm caused by excessive drinking.