We knew from the beginning we had to cultivate an approachable and non-judgmental tone. We weren’t telling people “don’t drink,” but rather asking to explore how much we drink and when, and why we drink at unhealthy levels. With Oregon an alcohol-producing state, we took a more inviting, nuanced approach that asked questions to change the conversation about excessive drinking.

The launch of Rethink the Drink began with over a dozen videos, radio/audio spots and digital ads throughout Oregon. Crucial to the campaign was reaching a Spanish-speaking and rural audience, two demographics often underserved in statewide communication efforts. To speak specifically to the common bilingual households of Latinx people, we created commercials in “Spanglish,” combining English and Spanish much the way many people in Oregon do every day. We also created a 60-second Spanish television spot tailored specifically to the Latinx communities in Oregon.