|
PRESS RELEASE: 17.10.2007 Campaign featured in the Big Brother house and IRC Gallery Over 400,000 visitors to the ‘Drunk, you’re a fool’ campaign websiteThe number of visitors to the ‘Drunk, you’re a fool’ website broke the 400,000 mark last weekend after the campaign was featured in popular youth media. A new advertisement harshly depicting the drunken ‘glamour’ of Hollywood celebrities was shown on VoiceTV, Music Television and the website. The moderate use message has also been spread through, for example, the IRC Gallery and Big Brother house. The campaign will continue to strive for moderate use in its battle against foolish drunkenness. Last Friday, the Big Brother housemates were forced to think about what constitutes moderate use when they were provided with huge quantities of alcoholic drinks and told to party in moderation. The housemates found the task challenging and defining moderation a real headache. “Watching the Big Brother housemates’ riotous partying will have made many a viewer stop and think about their own relationship with alcohol. From an educational perspective, the good side of Big Brother is that any drunken antics are under public scrutiny, and seeing their own overindulgence afterwards can have quite a sobering effect on many a housemate,” says Mikko Hautakangas, a researcher at the University of Tampere who is currently writing a doctoral thesis on Big Brother. The ‘Drunk, you’re a fool’ message has also spread effectively throughout Finland’s largest Internet community, the IRC Gallery, where drunken fool “IHQsälä” pictures have been downloaded over 20,000 times. (“IHQsälä” refers to pictures that can be downloaded for a fee and linked to users’ own profiles.) “I think this campaign has been stylishly successful in avoiding the traditional pitfalls of finger shaking and coming across like a stuffy old maiden aunt. The campaign got my attention, at least,” says Hautakangas. Additional information:
Timo Jaatinen, Managing
Director, Tel. +358 9 148 871 and
+358 40 837 6794 The ‘Drunk, you’re a fool’ campaign seeks to spark off debate on Finland’s drinking culture, which is still centred on getting drunk. The campaign is targeted primarily at 18-30-year-olds and is a pilot for a whole new style of alcohol education. It now revolves around the theme of social acceptance, a hot topic for youth. www.kannissaoletaalio.fi
| |
| |
 | |
