This public awareness campaign is partnering with Alcoholics Anonymous to combat the stigma of alcoholism and to promote the lifestyle of sobriety. Through the communication devices of posters and various media items, the message of the campaign is to be carried out in innovative ways. The look of the poster stems from the concept that time is precious. Alcoholism deviates the essence of time as well as distorting any possible awareness in a person. Time is depicted as an hourglass with wine replacing the sand in a graveyard. The alcohol becomes a death sentence as it descends from the glass into the open grave. The tagline reads “Alcohol causes 10% of deaths among 15-to 49-year-olds. Drowning in your addiction?” enforcing that time is essential and sobriety can preserve life. Although excessive drinking can lead to alcoholism, it is a genetic disease with factors of an unstable environment.

Peer pressuring is one way to unlock the addiction especially when the person is vulnerable to fitting in social situations. Drinking as a cope rather than for festivity use is also a negative to becoming an alcoholic. Establishing tolerance from an early age can go both ways but being guided with the knowledge of alcohol can restrain any urge of temptation or even addiction. The media items are designed to bring awareness and aid to people who have or know people struggling with alcoholism. Social media, posters, sobriety apps, and branded actions like hashtags diffuse the message like wildfire. The campaign deals with heavy subject matter but is striven to ensure a healthier outlook to people who want to make a difference and give charity to those who need it.