New ZeroProof Website Illustrates That Underage Drinking is Not a Minor Problem.
Pouring down from the top of the screen on the the new ZeroProof website are knuckle tats, skateboards, band aids, dice, hamsters, pink fried eggs, skulls and cross bottles, tangled cassette tapes, sneakers, screaming babies and cats — fun, colorful stickers with a message, telling us kids to wait to drink alcohol, because it can mess up their lives.
The new ZeroProof website is a wild departure from the original and aligns with the refreshed branding of the ENDWI brand family with a white background, updated logo and clean, bright look and feel. Lead designer Becky Hahs and animator Paige Alexander were inspired by 80s punk rock stickers; think of the patches you might find on denim jackets back in the day. The goal was to create a visually intriguing experience as a way to engage kids in a serious topic.
In addition to the logo and website, the messaging around underage drinking was also updated. In addition to listing all the reasons not to drink, there is more emphasis on the fact that most kids actually don’t drink, which makes ZeroProof a perfect opportunity to use a social norming campaign, one that promotes healthy norms around alcohol use. Most kids don’t want to drink; they want to stay sharp, do well in school, play sports, etc. We remind kids they can make the choice not to drink even if the people around them are all drinking which can make it seem like the norm when it isn’t. Robert Cialdini, the author of Influence, coined the term Social Proof to mean a social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation. He says, “People will be likely to say yes to your request if you give them evidence that people just like them have been saying yes to it, too.” We’re asking kids to say yes to not drinking alcohol, joining the majority of kids who already abstain.
Supporting the website, is the ZeroProof social media campaign which runs on Facebook, Instagram, YouTube and TikTok. Videos and animated graphics have garnered millions of impressions. ZeroProof’s Not That Kind of Party video is a good example of showing how alcohol is not accepted among peers. It’s been viewed over 226K times on social media platforms.