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Not Beersies

Campaign Purpose

 This project assesses the effectiveness of the 'Not Beersies' campaign from the Health Promotion Agency

Media Channels

TV, OOH, Radio, Online (banner and social), and on-and of-premise

Campaign Recognition


Key insights:

  • TV demonstrates its power to achieve broad audience reach – without TV in the mix cut-through would have been dramatically lower than the 50% achieved. 
  • TV and online are able to work in synergy to deliver impacts that neither could have achieved alone. 
  • The creative execution limits the ability of media channels to deliver on their investment. 
  • As a result there is no optimum media spend – i.e. no point at which there in incremental benefit in spending more (or less) on TV or online. 


Download the full presentation