News

Building on the success of its 2024 Out-of-Home campaign, Alcoholics Anonymous (AA) is once again partnering with the independent creative agency The Raised Eyebrow Society and the JCDecaux Community Channel for a new campaign. 

The campaign features 34 type-only digital posters, each emphasising two prominent A's with other letters blurred or in a different colour. The campaign includes a special nod to Dry January with the message “Try JAnuAry’ and a New Year’s Day greeting, “HAppy New YeAr”.

“It's intended to be a visual interpretation of life through alcoholic eyes, with the two ‘in focus’ A’s representing the clarity the organisation can provide to help achieve and maintain sobriety.”

Pete Cain

Co-founder and Creative Director at The Raised Eyebrow Society

Omitting the AA logo aligns with the organisation’s ‘attraction rather than promotion’ principle and reinforces anonymity, ensuring the campaign stands out while respecting AA’s traditions. The focus is on delivering positive, non-shaming messages from various perspectives, aiming to encourage individuals to seek help and engage with AA.

“We’re proud to once again be supporting this important campaign using the power of the public screen to connect with those seeking help for alcohol addiction. The JCDecaux Community Channel was created to open up access to Out-of-Home to both charitable initiatives and communities and I look forward to seeing this campaign up on the streets.”

Chris Dooley

Head of Social Impact at JCDecaux UK

The campaign’s primary objective is to reach individuals struggling with alcohol addiction, encouraging them to seek support from the AA community. There is no cost to join AA, and membership only requires a desire to stop drinking. AA members offer each other support through shared experiences.