This is a blog is about why it is Sunday morning and I am actually sitting at my desk, typing in a mildly coherent fashion on my laptop…as apposed to being completely hungover, bedridden and dreading doing absolutely anything except lay in my bed and eat KFC.
This is a blog about what crazy things can happen to a normal, social, 22 year-old when they don’t drink alcohol for an entire year. It is a real-time look into the wonderful Australian pastime of drinking through the eyes of someone who, isn’t.
Why? Well this project all came about because I work for the Brisbane based youth advertising agency called FRESH. About two months ago, my boss and I were at the pub reviewing a tender submission for a binge drinking campaign, and it was then the thought occurred to us – what would it be like to go without alcohol for a substantial period?
Either of us had no idea. In fact, we don’t even have mates had spent any longer than a month, tops, in that vast unknown land of sobriety.
So, if we were going to have a good crack at binge drinking in Australia, at least one of us would need to know what it means to actually not drink.
…I guess you could call it ‘taking one for the team’.
I’m looking forward to seeing what happens and if you know me at all, you would know that it’s a massive challenge that I’m up against.
At the agency this year, we will be doing everything we can to identify the key psychological drivers as to why young people feel the necessity to get plastered week in, week out. If you have any ideas, we’d be stoked to get some community interaction on this one.