What is the Bill campaign? The Bill campaign is an awareness drive that focuses on minors and young adults with risky drinking behaviours. The campaign targets minors willing to consume alcohol with friends and young adults who party at home or outside. The campaign is aimed and reaching target groups that are cool, and little influenced by authority, but are inclined to listen to their friends and relatives. This is why the campaign is symbolised by a character named Bill. He will speak to teenagers and young adults using the same code and language. Bill does not say what to do or give orders; rather he advises
Who is Bill? Bill is a rather cool guy; he is unconventional and does not follow the “effets de modes”. Bill has a hipster side, and is a trendy guy who developed his own style which his friends are ready to take as example. Bill is frank and funny and when he has something to say, he does not hesitate.
Discover the visuals and messages here
