Project Description: Responsible Drinking Campaign Proposal for Diageo

Client: Diageo
Agency: Baadaye Agency

Overview: Diageo, a global leader in the beverage alcohol industry, recognizes the importance of promoting responsible drinking. To support this mission, Baadaye Agency approached Diageo with a concept campaign aimed at empowering young people in South Africa to make informed choices about alcohol consumption. The campaign’s objective was to encourage responsible drinking behavior and foster a culture of moderation.

Our Role: Baadaye Agency conceptualized a campaign proposal for Diageo focused on responsible drinking. Our goal was to develop a strategic approach that resonates with South African youth, effectively communicating the importance of moderation and informed choices.


  1. Campaign Strategy: Develop a campaign strategy that includes objectives, target audience analysis, key messages, and tactics to reach and engage South African youth.
  2. Creative Concepts: Create compelling and relatable creative concepts that appeal to young people, using modern and engaging visuals and messaging.
  3. Educational Resources: Design educational materials and resources that provide practical tips and information on responsible drinking.
  4. Multi-Channel Execution: Plan a multi-channel campaign execution, including social media, digital platforms, and community outreach, to maximize reach and impact.

Impact: The proposed campaign aimed to significantly influence the drinking behavior of South African youth by providing them with the knowledge and tools to make informed decisions. By promoting a culture of moderation, the campaign seeked to reduce the negative impacts of excessive drinking and foster a healthier, more responsible drinking culture among young people.

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