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Make Your Night Last Campaign
The second phase of the 'Make Your Night Last' campaign took place over Christmas 2011.
LDAAT commissioned Lancaster University to do some research around drink and drug trends in Lancashire. The research showed young people 20-25 often 'pre-loaded', drinking so much alcohol before going out their nights were ruined.
The Safer Lancs Partnership ran a pre-christmas 'Make Your Night Last' campaign using this research, information from focus groups with UCLAN students and a Rock FM survey to create a campaign that made realistic claims about how drinking too much before going out could spoil your night.
Billboard posters went up in town centres across Lancashire where young people and students drink. This was accompanied by posters in bars, pubs and clubs and a targeted Facebook advertising campaign, PR and social media. This poster linked through to an internet microsite and Facebook page that gave advice on how to drink sensibly and make your night last.
The Christmas campaign was the second phase of the 'Make Your Night Last' campaign, which originally won a bronze creative award for effective communication at the national Cream Creative Awards in Birmingham in November 2008.
The original campaign encouraged drinking water between drinks and won the award for its design and creative execution. It used traditional and non-traditional media including taxi side panels, radio advertisements, billboards in the city centre and posters in toilets and student union offices.
Students interviewed after the campaign ended remembered many of the key messages and anecdotal evidence showed the poster was so popular it even made it onto student bedrooms walls!
