How Much Is Too Much?
A long-running campaign encouraging more mindful drinking habits in Singapore, designed to keep responsible drinking relevant within real social occasions.
Making moderation relevant to real nights out.
Singapore Alliance for Responsible Drinking (SARD) wanted to continue building awareness around responsible drinking in a way that felt current, relatable and relevant to younger adults.
The challenge was to communicate moderation without making the campaign feel overly instructional or disconnected from the social settings in which drinking actually takes place.
LOKi supported the campaign across strategy, creative development, social content and production.
- Campaign strategy & creative direction
- Key visual & campaign assets
- Social media content
- Short-form video production
- Digital campaign support
- Media planning & optimisation
Make moderation feel relevant to the occasion.
Responsible drinking communication can easily become overly serious or prescriptive. We wanted the work to feel more naturally connected to the way people actually socialise, keeping the message simple, practical and approachable without over-explaining the strategy behind it.
Campaign in action
APAC Content Marketing Awards 2026
Our work for SARD was recognised with two Gold awards.
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