Best Use of Guerrilla Marketing
The winning entry with a Silver Award was ‘Don’t Be a Dick’ devised by 23red for The Foreign and Commonwealth Office.
The strategy was to change the attitudes of young people on holiday abroad by making them think about the potential consequences of their behaviour.
‘Don’t Be A Dick’ messages were printed on beer mats, posters, leaflets and beach balls. These were passed on with the co-operation of Club 18-30.
‘Don’t Be A Dick’ even become a holiday catchphrase used by the young people it was targeting. How many public information messages manage that!
