Carrying the Weight of Alcohol

What is the best way to handle Alcohol? Does it come from persistent negativity toward the bottle or does it come from moderation?

The 12 month pledge is something that is unique to all, and so are the drinking experiences behind the majority of us; for some it was a way to socialise while still 17 and for others touching a drop would shake beliefs deeply rooted in our moral systems.

The media approaches that drinking is the big bad wolf; a glass bottle not to be trusted. 

This may be true but where are the alternatives to this in the ad’s, what could the targeted audience gain from not drinking, or limiting it?

While booze is out to be played as the modern day Pandora’s box, let us not forget that while it was full of disaster, it too had a speckle of optimism, and this is something that should be adopted when it comes to handling alcohol.

Being worn down with the negative might be effective- the same way that Shock and Awe were with war, but to grow and sustain a healthy culture there mustn’t be a line with no middle marked.