According to recent studies conducted by the Colombian Ministry of Health and Social Protection, 12.2% of Colombian people are at risk of alcoholism, but excessive consumption is 30% higher in males. There is scientific evidence that the excessive consumption of alcohol is harmful not only for physical and mental health – it also carries issues related to safety, communal living, and family environments.

 

That’s why women have become the most affected group in Colombia, as most of the violence committed against them is committed by men in a drunken state. AGUILA, the biggest beer brand in Colombia (and one of the most valuable of the country) needed to do something about it.

 

There is a law in Colombia that warns of the potential dangers of alcohol consumption. Every advertisement that features an alcoholic drink must have the disclaimer: “Excessive alcohol consumption is harmful to your health.” On International Women’s Day, Cerveza Aguila, the most valued beer brand in Colombia, decided to use those disclaimers to deliver a forceful statement against gender violence.

 

We replaced the voices of the legal disclaimers in all of our ads, with the voices of women that were abused by drunken men. Then we also created a website where more women could open up to speak. The disclaimer included in all of its ads aired both on radio and TV during March were read out by real victims of gender violence who also told their stories.

 

We run 200 legal disclaimers within all of our TV and Radio Ads. They ran in the 4 main National TV Channels, in the 10 main radio Stations and in our own social networks.

 

- 17 MM people saw and heard our ads across different media.

- More than 6 MM impressions.

- 3 MM earned media.

- The most mentioned campaign in International Woman's Day in Colombia.

- Celebrities talked about the campaign.

- In one week, the campaign was picked up by the biggest newspapers and radio stations in Colombia, such as El Tiempo, El Espectador, Caracol Radio and La W resulting more than two million impressions.

- The campaign also sparked conversation on social media – primarily on Twitter – where big local influencers such as the most prominent cartoonist in the country, ‘Vladdo’, and his famous character, ‘Aleida’, shared the video reaching around 10 million people and generating more than 16 million impressions.

 

SCRIPTS:

 

 

FIRST EXAMPLE:

 

Regular AD:

 

VO:                             Colombia evolved. Now the world dances to our own rhythm. Peerless image, peerless flavor. Aguila Beer. Open yourself.

 

*Legal Disclaimer ran immediately after the Ad:

 

Abused Female VO:  Excessive alcohol consumption is harmful for your health. In my case, one time my drunken husband hit me when I refused to have sex with him. Law 30 of 1986.

 

 

 

SECOND EXAMPLE:

 

Regular AD:

 

VO 1:                          Hey James! Do you know that a true friendship is priceless, right? That friends are always there no matter what, right?

 

VO 2:              What you do really want is a Poker Beer, right?

 

VO 3:                          Now, Poker beer with a friendly price, ask for it for just 1 dollar. Poker beer. Better with friends.

 

*Legal Disclaimer ran immediately after the Ad:

 

Abused Female VO: Excessive alcohol consumption is harmful for your health. In my case, my drunken father smacked me in the face at Christmas. Law 30 of 1986.

 

 

THIRD EXAMPLE:

 

Regular AD:

 

VO:                             Colombia evolved. Now the world watches our football. Peerless image, peerless flavor. Aguila Beer. Open yourself.

 

*Legal Disclaimer ran immediately after the Ad:

 

Abused Female VO:  Excessive alcohol consumption is harmful for your health. In my case, one time my drunken boyfriend beat my face in for dancing with a friend. Law 30 of 1986.