#GiveThemTheNightTheyNeed
#GiveThemTheNightTheyNeed is an integrated PR and advertising campaign for the brand Caleno, this campaign sheds light on the growing trend of non-alcoholic drinks and how consumer behaviour towards alcohol is changing. The inspiration for this campaign came from my own worries as I prepare for my career in media, as a British-Bengali Muslim, I am well aware of how alcohol is a big part of UK work culture. Having a pint after work with colleagues is the norm in the UK, a chance to establish important relationships and boost morale in our professional environment.
It can be daunting trying to navigate around this, and through my research, I found it wasn’t only excluded to a religious issue, people are moving towards healthier lifestyles and eliminating alcohol is part of that journey. Advertising to a Muslim audience on alcohol served as an issue, however, I was able to find a new angle. Peer pressure that resides in the drinking culture was affecting the biggest group who wanted to drink less, young people between 18 and-25-years-old. This campaign’s primary audience is on-premise business owners, there was a lack of non-alcoholic options in alcohol dominated spaces and consumers shouldn’t be left to depend on sugary soft drinks all the time.
Creator
Tania Rahman - I would describe myself to be driven, determined and independent, skills that this course has helped me redefine and I am still working towards perfecting them. My first introduction to the world of PR and advertising came from the show ‘Mad Men’. I wasn't expecting the industry to be full of scandalous drama but nevertheless, it served as the foundation for my interest. My interest in the industry has grown especially with seeing how the workplace is becoming more diverse and the expansion of strong women in leadership roles gives me hope. I have learned a lot during my time at the University of Westminster, and I hope to take my skills in creativity, communication and team building to the next level.
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