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Creativity for Good: How Advertising Can Impact Lives - Case Study on Binge Drinking

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Advances in Human Dynamics for the Development of Contemporary Societies (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 277))

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Abstract

The article discusses the impact of creativity in behaviour change seeking to improve individuals’ and communities’ lives. Focused on the binge drinking phenomena, quite common in university student parties, the article stresses the role of advertising and design in behavioural change, through a case study of an initiative launched by a portuguese beer leading brand and carried out with university students, based on co-creation. The challenge of promoting responsible behaviours was enormous: the brands’ core business was to sell beer and, on top of that, it was the main sponsor of university parties. A smart drinking strategy was implemented and data allows to demonstrate the add value of creativity developed in a co-creation environment.

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Notes

  1. 1.

    Volatile, Uncertain, Complex and Ambiguous.

  2. 2.

    Binge drinking usually refers to drinking lots of alcohol in a short space of time or drinking to get drunk.

  3. 3.

    To influence the behaviour in a positive manner, suggesting rather than imposing.

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Acknowledgments

The author would like to express her gratitude for Super Bock Group’s consent to share the case study for academic purposes.

Author information

Authors and Affiliations

  1. Communication and Society Research Centre, University of Minho, Braga, Portugal

    Sara Balonas

Authors
  1. Sara Balonas
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Corresponding author

Correspondence to Sara Balonas .

Editor information

Editors and Affiliations

  1. CIAUD & School of Applied Arts, Polytechnic Institute of Castelo Branco, Castelo Branco, Portugal

    Daniel Raposo

  2. ID+ & Design School, Polytechnic Institute of Cávado and Ave, Barcelos, Portugal

    Nuno Martins

  3. CECS/Institute of Social Sciences, University of Minho, Braga, Portugal

    Daniel Brandão

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Balonas, S. (2021). Creativity for Good: How Advertising Can Impact Lives - Case Study on Binge Drinking. In: Raposo, D., Martins, N., Brandão, D. (eds) Advances in Human Dynamics for the Development of Contemporary Societies. AHFE 2021. Lecture Notes in Networks and Systems, vol 277. Springer, Cham. https://doi.org/10.1007/978-3-030-80415-2_7

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  • DOI: https://doi.org/10.1007/978-3-030-80415-2_7

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-80414-5

  • Online ISBN: 978-3-030-80415-2

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