Drinkaware.ie's Pacing campaign aimed to use TV advertisements to reduce harmful drinking behaviours through the campaign message "the best pace to drink at is your own."

Before launching the campaign, focus groupsconducted among the Target audience to test the key campaign message for the advertising materials being developed for the campaign revealed the potential for delivery of a distorted message. The campaign’s message was, “The best pace to drink at is you own” but testers identified that it may be mistaken on TV advertising for “The best place to drink is at home”. The correct phrase was printed across the TV advertisement to ensure that the intended message was delivered. 

References:

1. Barnett, E., Sussman, S., Smith, C., Rohrbach, L.A., Spruijt Metz, D. (2012). Motivational Interviewing for adolescent substance use: a review of the literature. Addictive Behaviors, 37(12), pp1325-1334.