Creating a campaign to Alcoholics Anonymous is a delicate task. We decided not to point fingers at the alcoholics, like many campaigns did in the past. Instead, we treated them with respect and even empowered them, since inside the AA each alcoholic is fundamental to help the other, being part of the solution, not the problem.
Role: Creative Director
A year after, we decided to make a small print campaign taking the idea that each alcoholic in AA is part of the solution to the maximum. Afterall, no one has a better resumé to deal with an alcoholic than an alcoholic itself.
Still during this year, we decided to create a tool to connect the alcoholics to the AA in an easier way. Since many of them are reluctant in stepping into an AA for being afraid of being stigmatized, we took AA to them - by using technology.