A.A. – We won't help you

A campaign to point solutions, not fingers. One of the biggest mistakes when thinking about alcoholism, is believing the person with drinking problems simply chose to be in that situation. When actually, alcoholism is a disease. 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 is focused on the Alcoholic Anonymous most important philosophy: when you help others to stay sober, you stay sober too.

Project Roles
Copywriter, Creative Director
Alcoholics Anonymous
Conceptual, Copywriting, Print
Advertising, Art, Billboards, Books, Posters, Screen Prints
Project Industries
A.A. – We won't help you