I COMMEND the effort to raise awareness on binge drinking among the young.

The campaign design does seem to cater to them.

However, I do feel that the message is not being brought across clearly.

The outdoor advertising poster is easily overlooked and the visuals do not tie in with the message at all.

Placing four supposedly charismatic young people and using bold pink fonts stating "Moderation is the new sexy" does not immediately tell that the campaign is about.

It was only upon further scrutiny that I realised it was about drinking responsibly.

We see campaigns getting more creative and clever but how effective are they?

Also, putting young people who look like they are "high achievers" seems to convey a particular stereotype.

Most people know that the young like to be individualistic, and thus, they would not want to emulate other people.

I feel that it could be made much more effective if the consequences of irresponsible drinking are portrayed.

The poster seems to be beautifying the whole graveness of the issue and because of that, the message seems to be lost in the midst of telling people how to be "sexy".