Many parents want to be cool and relatable to their kids and don’t see the harm in letting them have a drink. But the truth is, teens need a parent, not a mate. This pitch-winning idea subverts the usual excuses that kids use to reason with their parents to encourage parents to say no.
Research shows two out of three parents are choosing to say 'no'. And, it's helping to prevent alcohol-related harm. No one should give alcohol to under 18s
Agency: MullenLowe Sydney
CW: Molly Cathcart
CW: Melita Masters
AD: Bianca Galan-Dwyer
ECD: Richard Berney
Director: Jess Bluck