With alcohol abuse and drunk driving even more of a problem than usual over the festive season, the MNet Tag Awards honouring of The Industry Association for Responsible Alcohol Use (ARA)’s ‘One More’ TV commercial couldn’t have come at a better time.
The ad took top honours at the annual MNET Tag awards by winning the viewer’s choice award and best cinematography for its powerful advert. The awards, which recognise the best non-profit TV commercials in South Africa, are a powerful reminder to South Africans about the valuable work that non-profit organisations are doing and the positive impact that they have on people’s lives.
“Those parents who choose to drink irresponsibly and have ‘one too many’ rarely consider the repercussions their behaviour will have on the people closest to them – their family and most importantly, their children. Children living in a home where a parent abuses alcohol have a greater chance of emotional problems than those who don’t. Not only can these children suffer early-childhood depression, but it can also affect their cognitive skills and IQ’s.
“The sad news is children of parents who drink irresponsibly really don’t have a choice and are often forced to take on the role of the ‘parent’ especially when they have siblings. What is more worrying is that they learn from it and take it into their future.” says executive creative director, Kirk Gainsford, of Lowe Bull who partnered with ARA on the project.
“South Africans are notorious for turning a blind eye to warnings about alcohol abuse and responsible alcohol use and have a carefree mentality of it won’t happen to me or my family. With this advert we wanted to get South Africa’s thinking again about Did I have one more drink than I should have last night and let my children or family down?” says Adrian Botha, spokesperson for the ARA.
The advert will be flighted on MNET, DStv, SABC, ETV, Soweto TV, the ENews channel and in cinemas nationwide.
For more information on ARA please visit the ARA website at www.ara.co.za