Over a quarter of Dutch parents allow their underage children to drink alcohol, and this number even increases during special occasions like Christmas. However, parents play a crucial role in shaping their children's drinking habits, which is why NIX18 aimed to motivate Dutch parents to discourage their children from drinking alcohol during the holiday season.
Despite having limited time and no media budget, we devised a strategy to reach the target audience - parents with children aged 14-18 - by creating a heartfelt song that resonates with them. The song, arranged by Glen Faria, a dad who strongly supports the cause, and his 17-year-old son Yaïr, reminisces about the father's cherished memories of his child's childhood.
The video clip, styled in a typical Christmas theme, shows Glen explaining to his son that although he wants to give him everything, he is not yet old enough to drink alcohol, emphasizing the message "Not just yet / Nog even NIX."
The resulting tune, "FF NIKS," is catchy and used Glen's perspective as a parent to urge other parents to say "FF NIKS" despite their good intentions for their children. With "FF NIKS," we helped NIX18 achieve their objective of discouraging parents from allowing their underage children to consume alcohol during the holidays, and a short PR peak just a week before Christmas with no media spending.