Have Your NOments
Inspiring young adults to enjoy more alcohol-free moments.
Our partnership
National FASD, a UK based charity focused on supporting those impacted by Foetal Alcohol Spectrum Disorder (FASD), recruited Coldr to develop an engaging campaign to educate young adults (20-25) on the potential risks of drinking alcohol before starting a family.
National FASD’s approach to driving awareness prior to engaging Coldr employed shock tactics including imagery of babies drowning in glasses of wine! The approach was alienating the very audience they were trying to engage and other stakeholders within the low and no alcohol communities.
The charity’s overarching mission was to reduce alcohol-induced unplanned pregnancies and we needed to focus on encouraging young adults, who were not necessarily thinking about starting a family, to consider drinking less alcohol - no mean feat!
Our approach
Our strategy was to tap into emerging sober-curious communities and curate heart-warming, frank and engaging content to start a nationwide conversation on alcohol and family planning.
Crucial to the success of the campaign, we identified pregnant influencer, Louise Thompson, who donated her time to our cause and was happy to speak candidly to Dr Inyang Takon about experiencing hangxiety, becoming pregnant and leading an alcohol-free lifestyle. We created an engaging, original content series for those at different life stages: No plans to have children / family planners / those currently pregnant, to drive social media engagement.
To spread the message as widely. as possible, we partnered with influencers and communities including the 30k-strong mindful drinking hub Club Soda. Chloe Pierre (founder of thy.self), Lauren Mads (fitness content creator and mum of two), Kayah Bello (a young influencer in a long-term relationship) and Dr Tosin (a family GP) discussed their relationships with alcohol and their NOments via an IG live and follow-up content.
We also created a tailored content plan, developed engaging copy, imagery and branding which included behind the scenes footage and tasty mocktail videos crafted by Skylon restaurants’s skilled
The Prevent FASD website
We reframed Prevent FASD’s website messaging and provided recommendations to reframe its tone of voice. This included sourcing images, drafting copy and developing a campaign hub.
Results
The content series premiered on the Daily Mail and went beyond column inches to achieve broad social media engagement and a Campaign Experience Awards shortlist.
And what’s more
Prior to Have Your Noments, Prevent FASD’s social media channels had a very small following and little engagement. Have Your NOments had an organic reach of 1,315,200 (including Louise Thompson’s 1.3M followers and Skylon Bar’s 10.2K followers) across social media with no paid support.
Additionally the campaign drove new conversations and consideration about alcohol and pregnancy to a new audience who may have never discussed the topic with their friends, which was exactly the aim of this campaign.