Wisdom

NSW Police needed to run an advertising campaign to educate adults on the laws of supplying alcohol to minors. WISDOM was commissioned to create a brand identity for the "Are you Responsible" campaign.

This branding would be used in posters and flyers to be distributed to bottle shops and licensed venues. The brand was also to be used in merchandising, including frisbees, stickers and highlighter pens, for Police events.

The main issue that challenged the design of this brand was that it needed to stand out in a sea of advertising for alcoholic products. The colour orange was chosen as it was unique amongst the advertising of bottle shop products at the time. This was to be the dominant colour, with the large black and white message of "Are you Responsible" and "You ARE Responsible".

The campaign was highly successful, running for many years across all of NSW.