The Great Debate

So obviously I rethought my actual tool. Instead of doing a poster, which is static and wouldn’t be as effective for my demographic because of placement, I decided to do a video. It would have greater reach than a poster would. Also my demographic lives online so they are more likely to view a video online over a poster that’s in a bathroom stall. Refer to one of my previous posts Alcohol related media for the cheeky reference.

In terms of video social media platforms, Vimeo and YouTube are at the top of the pack. I’ve had a Vimeo account before. I created it for a very specific task and then after it was completed, there wasn’t enough pull for me to keep the account. I have YouTube account. First year of uni when I was in Dunedin, I created one because my friends wanted to see what I was getting up to. I made embarrassing vlogs where I think I just spoke about my week. They have been deleted… ūüôā

Anyway, I do have some experience with both platforms. Personally, I prefer YouTube. It’s more straightforward to use. Plus it just feels more broad and connected to everything. Nonetheless, here was a breakdown of the two:

  • YouTube has a higher audience range and because of its connection to Google, video searches can drive greater web traffic.
  • YouTube has unlimited uploads, which can be really effective for companies and content creators
  • Vimeo is a bit more niche in comparison. It’s very great for creative designers and filmmakers and it has more audience engagement.
  • There are upload restrictions.

For a more in-depth look at the advantages/disadvantages of either service can read more by Elise Moreau at Lifewire




Effective Emotions

This is not your typical anti-alcohol advertisement. It starts off with the standard promotion ad and then goes the other way around. That could be more effective in the sense that it’s not an aggressively guilt or shame ridden ad.

Here’s the link to a really interesting article I read about effective anti-alcohol ads:¬†Do Anti-Alcohol Ads Work?¬†Instead of focusing on concepts like shame and guilt, change the narrative… slightly.

Tool Review: GIMP

So I had been thinking about creating a poster, not too sure anymore but I’ll get into that later on. Regardless, in anticipation of creating a poster, I looked through the list of free graphic design software that Laurent had posted on our Google+ community: Graphic Design Software.¬†So I installed GIMP to start creating a poster. Let me just breakdown my pros and cons on GIMP.


  • It’s free and compatible with Mac… Windows and Linux as well, but I have a Mac so who cares about the others, haha! All jokes aside, Laurent has really made me understand that when we step out of the bubble of university, we will be interacting with many different platforms and OS.
  • I thought that it was going to be a Photoshop knockoff and as a result lack some of the power of Photoshop. Don’t be fooled, it’s actually quite efficient and powerful.
  • It runs smoothly.
  • If you’re not a design aficionado, GIMP can be quite straightforward to use. There were some tools that I struggled with nonetheless.


  • ¬†I think my biggest issue was that a few of the ideas I had for my poster were not being visualised because I struggled with some of the effects and tools.
  • It can take a while to load.


The poster that I had in mind would’ve been a mash-up of sorts between a crying child and an angry man. This would also include the tagline:¬†“Hi, Mr.Hyde”.

Mr. Hyde would be a reference to Dr.Jekyll/Mr.Hyde and specifically to one of the four types of alcohol personalities. Alcoholic Personalities

s-DRUNK-PERSONALITIES-large¬†However, I thought maybe that wouldn’t be a good approach especially considering my demographic. So why not change the narrative to more social aspects of drinking within the male 18-24year old audience.


I would definitely suggest GIMP as a tool for image manipulation.


Alcohol related media

This was an alcohol related health promotion photo that I conveniently saw in a bathroom stall in uni.



Easy to pick the demographic

The wine glass overlay is clever, specific and relevant

Thinking about the behaviour….

Tool Review: Doodle

Today in class, we had to make a schedule list for our meetings next week. Amanda introduced us to this new tool called Doodle. Never heard of it but as its slogan says it’s easy scheduling indeed! Below I’ve attached a screenshot of our schedule that Karamea made in about 10 mins. 

It was really effortless to make and you could easily share it on our Google+

Tool Review: Cinemaker & issues

Some of my recent research. Links to articles below:

Changing the Narrative

Alcohol Tsunami

Alcohol vs Tobacco

Aggressive Alcohol Advertising

Issues that I have been thinking about: Alcohol Advertising is primarily self-regulated in NZ. 

Psychological issue: studies have shown that the more young people are exposed to alcohol advertising the more encouraged they feel to drink. So how effective would an anti-alcohol ad be at all?

Sponsorship by the alcohol industry features in a lot of popular culture areas such as sport, music, television etc. 

In NZ we have a culture that commonly accepts intoxication and binge-drinking as a norm. It can be difficult to address a drinker without looking at their wider society and environment. 

This is my breakdown of my view on Cinemaker


Week 6

These are some common ads that I’ve been noticing on TV lately. One thing I found funny was that before I started this paper and subsequent study, I thought this DB Export ad was joking about turning bottles into sand. Apparently it’s actually a thing!

Very interesting. In terms of critique, this is on the positive side for the alcohol topic. By people drinking beers, they will be contributing to the sustainability of our beaches. So not all bad…

Also there is the social interaction aspect of drinking,which builds that sense of community and connectedness. That is also a positive thing. This particular ad depicts that social interaction. 

Side-note: Another thing that I’ve found so interesting is that the targets of alcohol advertising and the characters used in the ads are typically young males. This is the demographic that I’m focusing on: young males between 18-25 years old. 

This Steinlager ad below gets played at least 2 times within an hour on TV; and this all starts around 8-9pm. 


The influence of social media on alcohol use is not straightforward. On one side social media seems to exacerbate or at the very least leave a window open for young people to be exposed to alcohol-related media online, which tends to lead to alcohol use offline. “Compared with kids who have never seen photos of people drinking, using drugs, or passed out on social networking sites, the teens that have seen them are 3 times likelier to use alcohol.” 

On the other side though, social media can provide access to different recovery spaces that people may not typically have access too and this can also provide different opportunities. Social media can be a very influential preventative tool.  Social Media and Alcohol use

Food for thought: It’s funny how specifically Kiwi culture views drinking. There has been such an aggressive culture of binge-drinking that when someone doesn’t do that (or doesn’t drink and drive) we call them a ‘legend’….


Week 5: Question Everything

So this week what I had was a bunch of questions that I will see if I can answer throughout my study of this paper:

  • Is there a correlation between the area I live in and the adverts being presented?
  • How many health promotion ads am I being exposed to?
  • What are the most effective types of alcohol advertising?
  • Which types in terms of media platform (print vs radio vs TV) and in terms of approach (emotional vs. medical vs. social)?
  • How many alcohol-related¬†ads pop up within a one-hour program?

Something¬†I’ve found interesting is that even though there has been an increase of alcohol advertising, the statistics show that young people are drinking less. In many countries this has been seen; UK, Scotland, US. There are articles linked below.

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Full article here: Ads increase, Alcohol decrease

The report Youthful Abandon undertaken by the Institute of Alcohol Studies (IAS) explores the declining trend of drinking amongst youth and its possible casual or correlated factors.

Week 4: Rethinking Everything

So I downloaded Flipboard and Cinemaker. I find them both interesting as apps, but I’m struggling a little with both. Possibly because of the location of the apps on my iPhone (page 3 and 4 out of 4), so maybe I’m not seeing them, but hey!


Sidenote: The good thing about this class, is that it’s making me blog much more! I already have another blog called ‘The Jeneral Vicinity’,¬†which was on a hiatus. So all this blogging has got me… blogging.

You know how I said that I was thinking of looking at alcohol-related aggression, well I’m not too sure about that. I feel like¬†the specificity may paint me into a corner. So I’ve shifted the gaze more towards:¬†The Role of Social Media in Alcohol Consumption Among Youth.¬†

From this I can look at:

  • social media and alcohol advertising – how it’s being presented. Changes over time. Differences with social media platforms vs other forms such as tv or magazines etc.
  • take a peek at alcohol-related aggression or anti-social behaviours and social media’s role in that (if any)
  • compare and critique the actual advertising, because not all of it is anti binge drinking. For example the ‘DB Export Ads’. Although it says drink responsibly at the bottom corner, the gist is the promotion of social drinking and to an extent, in excess. Compare that to the ‘Go The Distance’ campaign.

Below is one of my clips from Cinemaker.



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