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Staffordshire launch #Fail underage drinking campaign on Twitter & YouTube

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By John Glenday, Reporter

January 31, 2014 | 2 min read

Staffordshire Council has launched a social media campaign which aims to get the attention of underage drinkers with a series of animations illustrating the perils of their chosen recreational activity.

#Fail sees the council collaborating with police, fire and young people to target 11-14 year olds in the region, harnessing the power of the ‘fail’ internet meme to highlight the unfortunate outcomes that arise from drinking.

Designed to delay the age at which children first drink alcohol fails recounts a series of tales showing the social experiences and future prospects of an illicit bevvy.

This is communicated through retro 8bit style graphics and music to draw on video game culture with the resulting content shared on platforms such as Facebook, Twitter, YouTube and on Tumblr. Clips were also shown in cinemas and cut out stands displaying characters from the sketches were placed in video shops, cafes and restaurants.

Emma Rodgers, senior campaigns officer at Staffordshire Council told the Guardian: “It was a really different approach and it wasn't all plain sailing. Funding was secured from the IEWM social media ideas fund which really helped as it gave us breathing space to try out new things. So far, the campaign has really made a difference. To date, there have been 1,319 views on YouTube, 1,000 visitors to the blogging site which also includes step-by-step updates on producing the animations, and 1,881 likes on Facebook.”

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