Say Yeah, Nah
Say Yeah, Nah/Ease up on the drink Campaign
HPA's Say Yeah, Nah marketing campaign aims to contribute to changing New Zealanders alcohol consumption behaviour from the current norm of high-risk drinking to one of moderation. The marketing has provided New Zealanders with a verbal shorthand to refuse a drink ‘Yeah, Nah’, encouragement to back their mates who are trying to ease up, and a normal and popular way of moderating alcohol intake (Not Beersies/water).
When it comes to a night out, the people who have the best time are the ones that use simple moderation tools, such as drinking water, to temper their drinking and go the distance.
This is the focus of the current 2017 advertising activity which is led by a 30 second TV commercial centred around two blokes competing for the attention of a girl at a backyard party. One bloke puts himself out of the race by drinking too much alcohol, while the other triumphs by easing off the beersies and drinking water instead. The message? - Ease up on the beersies and you'll go the distance.
The TV advertisement is supported by online video placement, bar, stadium and festival advertising, social media presence and online search activity. Advertising activity will run in various channels until the end of June 2017.
The primary target audience for the Say Yeah, Nah marketing is medium and high risk drinkers aged 18 to 35 who are open to change (ie, they want to drink less).
HPA regional managers will be encouraging community groups and regional health promoters to back the campaign. Posters and existing Not Beersies merchandise are available to support these efforts.
About Say Yeah, Nah – Permission to ‘Ease up’
Building on the previous ‘Ease Up’ campaign, Say Yeah, Nah, gives New Zealanders the social permission and language to be able to ease up.
The tagline ‘Say Yeah, Nah’ underpins the campaign and is a verbal shorthand people can use to refuse a drink or say no to another drink. Using the uniquely Kiwi expression is a way of saying no that people can identify with. It makes saying ‘no’ more socially acceptable.
‘Yeah’ is about "I want to hang out with you and I’m up for a good time" and ‘Nah’ is "I don’t want another drink. Say Yeah, Nah reinforces that it is not acceptable to hassle someone who doesn’t want another drink and encourages people to ‘back’ their mates who are trying to ease up.
The Say Yeah, Nah campaign encourages New Zealanders to drink water between alcoholic drinks to help moderate intake and slow the effects of alcohol.
- Yeah, Nah is a great way to say you don't want another drink.
- Yeah, Nah gives you social permission to decline a drink.
- Respect people's choice not to drink.
- Not drinking doesn't mean you don't want a good time or won't have a good time.
- Back your mates who are trying to ease up - show your support.
- Drink water between alcoholic drinks.
The key audiences for Say Yeah, Nah are:
- New Zealanders aged 18 to 35 who binge drink (7 to 12 drinks)
- New Zealanders aged 18 to 35 who drink at high risk levels (13+) who are open to change
- Friends and family of these drinkers, including those who host drinking occasions.
Say Yeah, Nah resources for communities
Resources are available to help communities, government agencies, health promoters, organisations and groups to promote the ‘Say Yeah, Nah’ campaign and messages in alcohol-related projects and programmes, day-to-day work and at events.
- These resources are free. However, stocks are limited so please keep your order to reasonable quantities. We only supply one event at a time.
- Think carefully about who the target audience of your event or activity is and whether the resources are suitable for that audience.
- The resources are not suitable for activities or events aimed at primary or secondary school students.
- T-shirts are for staff or the people running an event or activity and are not to be used as giveaways.
When ordering resources, you will be asked to consider the following:
- What is the purpose of this event/activity?
- Who will attend the event or who is the audience?
- What is your key message to this audience?
- How will you use the resources?
- What other resources are you providing to support your work at this event/activity?
If you would like to discuss how your group or organisation can support Say Yeah, Nah, please contact your local HPA regional manager: