the issue.

http://www.scoop.co.nz/stories/PO1008/S00289/govt-sends-message-that-under-age-drinking-ok.htm

So im rather interested in taking on the issue of under age drinking. An ad campaign targeting parents about supplying alcohol to their children.

Also older siblings etc.

Something along the lines of you wouldn't give your children cocaine to go to a party. So why would you break the law and give them alcohol.

Depression New Zealand

http://www.youtube.com/watch?v=cZ9yRhCiLfA

Above is the link to the youtube video of the TVC.

John Kirwan was a New Zealand figure well respected who fronted as the face of Depression New Zealand. This is such a powerful ad almost purely because of the confronting of stereotypes which it does so succesfully. John Kirwan is considered one of New Zealands best All Blacks, a man of great respect and one who seems to embody the kiwi male identity. However he suffered from depression. Something which most kiwi 'blokes' would consider something which only the weak would suffer from.

Still no real colloquial terms are used.. however it does use the idea of the typical kiwi bloke and New Zealand landscape to great success.

Public service ads from the world.

There is no reference to cultural context in these ads. Well none that im awear of. Which is not so surprising. However they are great examples of public service adverts. 

if you drink and drive, your a bloody idiot.

Don't you just love a good pun?

Anyway, pun or not these ads are powerful stuff. i think just to get an overview I will look in depth into the idea of the drink driving ad campaigns.

This one is an old one. Yet I noticed it still has the same pay off: if you drink and drive, your a bloody idiot.

Addressing the typical or sterotypical kiwi bloke. Attempting to address a problem which it seems is an accepeted part of kiwi culture. In the latter scenes you can see him given a drink 'one for the road.'

http://www.youtube.com/watch?v=VN8oWsMvxtw&feature=related

This ad is from 2000. What I found interesting is that he was given a drink and it seemed generally accepted that he was fit to drive home.

However I wonder if such an ad would be aired now? Can we imagine a drink driving ad which the person who dies is encouraged to have a drink before he leaves? Is this potentially a shift in kiwi drink driving cutlure in the last decade?

*** thought to progress on with is that perhaps I could shock the audience with a person encouraged to drink before driving.

Or even: A particular issue in the media early to middle last year was under age drinkers. Is this a possible target. Parents? Adults?

Idea! ~ public service notices. Ads etc.

YOUR A BLOODY IDIOT. 

http://www.youtube.com/watch?v=Vjn2JKrlkcU 

I am starting to look into the idea of public service ads. Ranging from defend our foreshore campaigns by the Act party to Loose lips sink ship ad campaigns in the UK during World War II  to New Zealand's own drink drive  and binge drinking ad campaigns. 

Ok so im going to start with some exploration.

Obvious example is the Tui "yeah right" campaign. Brilliantly simple campaign centered around New Zealand's laid back culture.

http://www.scoop.co.nz/stories/HL0303/S00244.htm <~ relevant article! (Good read).

But I just want to explore a few more options here.

100% pure ad campaigns are interesting. Show a new zealand that alot of new zealanders dont see. What does this mean for tourism? If we show a new zealand that includes sky diving, snow boarding, walking through river valleys, dinning on the auckland harbour what would they think when they saw a stream with an ankor milk bottle lying there. How can we make these ads a more genuine experience than a PR movement.

idea: 100% pure or 100% of your money back.