“Drinking in moderation is way more cool than getting drunk”
To accompany an awareness-raising campaign targeting youth aged 12 to 16, Inpix created an immersive, interactive experience full of humour that promotes the Éduc’alcool message, “Moderation is always in good taste.” The challenge? To give the target audience—one resistant to a didactic, moralizing discourse—a fun, out-of-the-ordinary experience that can effect behavioural change in drinking habits. Using gaming, the domino effect, and amusing, weird and even downright disturbing elements, http://www.pocheville.ca differs from social sites in its graphics, approach and content. Result: within one month of launching, the site had received more than 250,000 visits, and more than 100,000 young people had registered and completed the challenge. Pocheville is a unique destination that hooks its target audience and exposes it wall-to-wall to the point of the Éduc’alcool campaign: If you decide to drink, do so in moderation.