The Moringa agency launches the continuation of the campaign that influences the public debate on the importance of increasing the taxation of alcoholic beverages with the Selective Tax, which is being discussed in the bill that deals with Tax Reform. The communication was created for Vital Strategies, a global health organization that works with governments and civil society to design and implement strategies for public health, and ACT Promoção e Saúde, a non-governmental organization that works to promote and defend health policies. public health. In this new phase, in addition to parliamentarians from the Chamber of Deputies in the Federal District, the campaign aims to reach opinion makers in more places in Brazil.
Continuing with the impact of the concept “Want a dose of reality?”the second phase of communication expands the delivery of the message to Brasília, Rio de Janeiro and São Paulo with the aim of reaching the common public and more opinion makers, strengthening the movement to support the cause.
The media strategy is multichannel and was designed to report data on alcohol consumption and gather support for the inclusion of alcoholic beverages in the selective tax. Among the pieces, there is film, DOOH, digital, radio, TV and airport media, which bring various indications such as the fact that, according to Fiocruz, alcohol consumption in Brazil costs society 18.8 billion reais per year or, even, that every year, 3.5 million Brazilians have injured themselves or someone or themselves after drinking, according to Covitel.
With impactful art direction, the arguments presented in the pieces are in the reflections of bottles, glasses and drink glasses. The images chosen for the campaign are strong and purposefully bring a certain discomfort. These are situations of fear, violence or illness literally bottled up, thus creating a direct allusion between alcohol and its harmful effects.
“In this second phase, our challenge is to expand the strength of the campaign, with more direct and effective messages, creating a support movement that is just beginning”, details Rianni Bertoldo, CEO of Moringa. “We want the issue to be on the agenda, for people to discuss the topic, talk about the harmful effects of alcohol and the damage it causes not only to health, but to society in general and to push for the approval of alcohol in the selective tax”, he adds. .
The campaign website is dosederealidade.org.br and provides more information about how harmful alcohol consumption is for the Brazilian population.
