ABOUT

Beer consumption in the Dominican Republic is increasing, and the country leads the Latin American ranking for the highest number of traffic accidents caused by alcohol consumption. Our goal was to educate consumers on the importance of responsible drinking, reduce the fatal statistics by at least 20%, and generate goodwill with consumers.

So we maked a huge discovery, while people all over the world celebrate Christmas by listening to carols, Dominicans celebrate by listening to songs that encourage excessive drinking. That's why we decided to create "The Untold Verses," an additional stanza that explains what happened to the protagonists of each song for consuming alcohol without moderation. We wanted Dominicans to hear our songs at the exact moment they had a glass of liquor in their hands, so we chose the typical Christmas stations listened to in every home during the celebrations and were also present on YouTube and digital audio platforms that are heard in the grocery stores while people are drinking beer.

We were present throughout the Dominicans' December celebrations, reaching 9,042,198 digital platform plays in a country with only 10 million inhabitants, and we reached the majority of the country's population through radio. The campaign generated positive conversations on social media and became news, garnering USD $50K in free press. Most importantly, we achieved our objective of reducing fatal statistics, with an 84% reduction in traffic accident deaths in comparison to 2021. Additionally, the rate of alcohol intoxication was reduced by 50%, and no violent deaths associated with alcohol consumption were reported during Christmas night.