Say Yeah, Nah
Say Yeah, Nah/Ease up on the drink Campaign
The fourth phase of HPA's alcohol moderation Say Yeah Nah/Ease up on the drink campaign launched on 10 January 2016.
The aim of Say Yeah, Nah’s marketing is to contribute to changing New Zealanders alcohol consumption behaviour from the current norm of high risk drinking, to one of moderation. To facilitate this change 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).
Phase four consolidates and makes visible the desired behaviours from the first three Say Yeah, Nah phases.
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.
Phase four of the campaign is led by a 30 second TV commercial which centres 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? Go the distance. Ease up on the beersies.
The TV advertisement will play on TV1, TV2, TV3, FOUR and SKY Sport. It will be supported by online video placement, bar, stadium and festival advertising, social media presence and online search activity. The majority of advertising activity will run until the end of March 2016.
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 will be 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.
- 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.
The key audiences for Say Yeah, Nah are:
- New Zealanders aged 18 to 39 who binge drink (7 to 12 drinks)
- New Zealanders aged 18 to 39 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, 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.
Resource guidelines and information
- 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.
If you would like to discuss how your group or organisation can support Say Yeah, Nah, please contact your local HPA regional manager:
- Andrew Galloway - northern region manager email@example.com
- Giselle Bareta – Central Region Manager firstname.lastname@example.org
- Stuart Dodd – Southern Region Manager email@example.com
Say Yeah, Nah resource ordering
The primary target audience for these resources is people aged 18 to 39 who drink at high risk levels and who are open to change. The merchandise is not to be used at events aimed at under 18-year-olds or given to under-18s.
Please consider carefully who the merchandise is given to and why.
T-shirts are for staff or the people running an event or campaign and are not to be given away.
Balloons are to bring attention to your stand – they are not to be given away to children.
When ordering 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?
Please note, we may need to contact you for more information.