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Agency: J. Walter Thompson

Brand: Alcoholics Anonymous

Market: Brazil

Situation: Teens in Brazil are beginning to drink earlier and in larger quantities. However, although cases of alcoholism have increased among them, asking for help and information seem far away from their world.

Brief: Create a campaign that not only brings AA close to teens, so they can look for help without being ashamed of it, but also does it in a private and wide-reaching way.

Objectives: Help teens with drinking problems and increase Alcoholic Anonymous’ awareness among them.

Campaign Goals

  • Brand Awareness
  • Local Awareness
  • Reach
  • Traffic
  • Engagement
  • App Installs
  • Video Views
  • Lead Generation

Facebook Products Used

  • Carousel Ad
  • Video Ad
  • Image (Photo) Ad