The Somerset Drug and Alcohol Action Team (DAAT) have recently launched a new website aimed at 18-24 year-olds, encouraging party-goers to look out after their mates on a night out.

The look out for your mates website is packed with useful information relating to safe drinking and also includes a 2D game where you’ll have to sway your way out of a club at the end of the night, herding your friends out of the door.

18-24 year-olds are more likely to ignore traditional advertising messages than other age groups, and it’s nice to see that to see that online strategies are being used to speak to younger consumers. I am however not entirely convinced that a 2D game is the best way to reach young drinkers (I thought the whole nation had a Wii Fit these days).

I feel that money would have been better spent on some sort of Facebook application/Fan Page activity or maybe a real-life experiences blog/YouTube diary type activity.

I do however like the overall approach and tone of voice of this campaign focussing on the positive aspects of going out (having fun with your friends but remaining safe) rather than blaming people for drinking too much.

What do you think about the campaign? Is the 2D game a hit or a miss?