Don’t be a DICK campaign

Foreign & Commonwealth Office

This campaign won silver at the 2009 Travel Marketing Awards, so it holds a special place in my heart as my first award-winning campaign.

We were tasked with finding a way of engaging with a very tough audience: Young British revellers aged 16-25 who are out on a cheap package holiday with not much on their minds except getting as drunk as possible, and getting laid.

We had to remind them that by getting too drunk, they’d just be ruining their own holiday. Either by getting getting in trouble with the police, injuring themselves or getting mugged.

According to one piece of research, ‘Don’t be a DICK’ was getting used as a catchphrase amongst members of our target audience. Result!