Utilising a nationwide survey, CYD strategically harnessed the power of social media influencers through a pro-bono campaign. Creative brilliance, a compelling metaphor using cocktail imagery, and a universally recognised siren sound cue made our approach both innovative and effective in tackling the pressing issue of drink spiking. The campaign employed an engaging combination of visuals, sound cues, and a clear call-to-action, resulting in a profound impact on social media platforms.

Our inclusivity-focused approach enriched the campaign with diverse perspectives. Engaging influencers from various communities ensured a comprehensive and relatable strategy, breaking down barriers and emphasising collective responsibility. By featuring influencers representing different demographics, CYD resonated with a broad audience. The campaign’s wide impact was evident from media features on platforms like Extra.ie, Drinks Magazine, and GalwayBay.Fm, further solidifying our commitment to inclusivity and extending the conversation on responsible drinking beyond social media.

The CYD campaign achieved significant impact with 16 influencers, reaching a cumulative follower base of 600K, creating 46 pieces of content. Quantifiable metrics include a total reach of over a million people (1,049,604) and 3,169,188 impressions on Meta and TikTok. Media features with reputable platforms like Image.ie and TechBuzz.ie expanded our reach further. The nationwide survey added weight to our social media communications, validating our strategy with tangible results in raising awareness about drink spiking and its prevention.