FEBE: BE YOURSELF

"Be yourself is a consciousness raising campaign to push back the age that young people start drinking alcohol in Spain, which is a big problem so young people start drinking at 13,7 years old.As young people use to reject adults advices, to reach minors we change the message, the tone and the medium associating it to urban and pop culture.After talking to parents and teachers we created some lyrics with 100 reasons for not to drink alcohol, which we gave to Rayden, a young rapper, to set them to music. And finally we shot a videoclip: "Be yourself" The campaign has extraordinary results showed in the video case.Agency Grey Spain