We created an Instagram story carousel for Aware.org that targets teenagers to remind them of the unglamorous and very real consequences of drinking with the aim of combatting underage drinking.

We found that Gen Z's have an 8-Second Filter which “helps them to curate their feeds and focus on what matters to them” (Robertson, 2018). Our Instagram Stories show the progression of a night out over three Instagram Stories, as users often have the tendency to skip through stories. We wanted to ensure they got the full message which is why our stories show the continuum of a story which would encourage them to tap back, rather than missing the message altogether. 

We aimed to show that the fun part of drinking ends at the end of the night and then the consequences start to set in. Our messaging, “you may think you’re old enough to drink, but you’re never old enough to deal with the consequences” focused on the idea that no one of any age should have to deal with what comes after drinking. We took a more personal approach by focusing on real-life stories as we felt that a message from a real person would have a greater impact than a message from a brand.