SPEAK VOLUMES - Level Minneapolis

HELPING NORTH DAKOTANS KNOW WHAT’S IN THEIR DRINKS.

To encourage safer drinking behaviors, the Behavioral Health Division (BHD) of North Dakota Health and Human Services wanted to educate people that not all drinks are created equal. (For example, the alcohol in one Long Island iced tea equals four drinks.) The state raised awareness about the issue with its Speak Volumes campaign, which discussed different alcohol volumes using the theme: Know Your Drink. Know Your Limit.

The BHD sought to evolve the campaign with refreshed creative integrated with a new media perspective. The end goal was to spark more engagement by putting the Speak Volumes messaging front and center at key decision-making touchpoints to nudge drinkers into making better, smarter choices about their alcohol consumption.

Metrics Success

CAMPAIGN METRICS

RAISING THE BAR ON AWARENESS

30.9M+

Impressions

11M+

Video Views

14,273

New Users in Alculator App

172

Drink Addition Requests

We knew allowing consumers to make better drinking decisions would engage their curiosity. Things worked out better than we imagined, as users enthusiastically requested a long list of additional drink options for the app.

PUTTING A BETTER DRINKING APP ON TAP.

Cover Image

To kick off the next round of the North Dakota campaign, we produced lively Speak Volumes-branded social videos, messaging, and out-of-home signage for the BHD team using the campaign’s theme, Know Your Drink. Know Your Limit. The agency creative team then envisioned an intriguing and game-changing app that bargoers could use to quickly read the alcohol content of their favorite drink right from their phone, right at the bar.

The agency compiled a list of possible names for the campaign’s breakthrough new app, and Alculator—a memorably catchy combination of the words alcohol and calculator—rose to the top. In collaboration with BHD, agency graphic designers painstakingly designed a compelling graphic look for each drink from an expansive compilation of familiar and lesser-known drink options.