We won't help you / J. Walter Thompson Brazil
One of the biggest mistakes when thinking about alcoholism, is believing the person with drinking problems simply chose to be in that situation. The advertising industry might have its share of blame though, for usually portraying the hard drinker as a monster, sometimes, even literally.
Trying to change the conversation around this topic, we created the campaign ‘We won’t help you. We will help each other.’, which stops blaming the alcoholics for their disease and empowers them instead, by showing that, within this matter, more than being patients, they are also doctors.
Made out of prints, OOH, indoor posters and a book, this campaign uses twelve illustrations signed by brazilian artist Andres Sandoval, in which we see characters in situations of mutual help. The refreshing and delicate illustrations add a pleasant sense of peace, to an issue that is already turbulent enough.