Blurred Lines: AA launches national Digital Out-of-Home campaign supported by JCDecaux Community Channel and The Raised Eyebrow Society

Alcoholics Anonymous is launching a nationwide digital Out-of-Home campaign, in partnership with the JCDecaux Community Channel, created by The Raised Eyebrow Society. The campaign launches on 1^st July to coincide with Alcohol Awareness Week, and seeks to raise awareness of the help and support that is available from Alcoholics Anonymous.

The digital creatives do not include the AA logo. Instead, each poster’s headline features two capital As throughout the copy that are highlighted by blurring the other letters, which is intended to represent the clarity that the organisation can provide in achieving and maintaining sobriety.

For example:

LeArn to live without Alcohol

You Are not Alone

Alcohol isn’t the Answer

WhAt hAve you got to lose?

The West Cross Tower

LDN Drive

The campaign aims to focus on positive messaging to reduce the feelings of anxiety that may be felt when people seek help.

Beyond its initial week-long activation, the campaign will run in two subsequent bursts in October and December, as well as for five weeks between Boxing Day 2024 and 31^st January 2025.