How to change the talk about alcohol from a big deal into small talk?

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Smalltalk about nothing 
Ministry of Health, Welfare and Sport

In 2019, Dutch government brand NIX18 celebrated its five year anniversary. The brand helps parents to make rules about under age drinking and since the start it has been an agreement: Nothing under 18 - Don’t smoke, don’t drink.

Although the brand’s success, we needed to make NIX18 much easier to talk about.

We all know that teens and rules don’t mix very well. It is better to continue the conversation about NIX18 instead of making strict rules about alcohol and smoking.

So we introduced ‘Small talk about ‘Nothing (NIX18). Commercials showed how easy it can be to talk about drinking and NIX18. Just be creative when the occasion occurs. 

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Our campaign changed NIX18 from an agreement
into a helpful tool for parents. 

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On social, online and radio, we helped parents with
witty replies (RAPPE ANTWOORDEN) to outsmart their teen’s
smartass reasons to drink or smoke. 

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The campaign also celebrated NIX18’s five year anniversary.
On social. We encouraged parents to start a smalltalk about nothing by sharing other parent's succes stories of their teens that grew up with NIX18.

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To help parents even further, we introduced: Sunday about ‘Nothing’. A new cinema event where parents can bring their teen to a popular movie for free. We gave parents some quality time with their ‘busy’ teen and even more important: a handy excuse to talk about NIX18. 

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Do you have a teenager at home?
No worries, say nothing, just check nix18.nl

Let's grab a coffee and chat about the good, the bad and the weirdest stuff in life.

© 2020 Edward van der Veen