The Brief
The Department of Justice’s Championship Moves campaign demonstrates positive behaviour options to reduce alcohol fuelled violence. Historically, the campaign had focussed on sport as a channel to connect with young Victorians and the Department of Justice wanted to further the message via the music industry.
The Response
In 2009/2010 Mushroom Marketing developed the Championship Moves Summer Music Festival project. Targeting Victorian live music fans and giving them the chance to demonstrate a “championship move” broadened the campaign’s reach.
Across the Summer Festival period, Mushroom sent their film crew to 15 different live music events, interviewed hundreds of patrons and filmed many of them busting a “move” that could be used to save a friend from a potential alcohol fuelled confrontation.
The best “championship moves” were featured on the campaign’s website and a public vote selected the winning “move”.
Content developed from this project received such positive feedback that Mushroom Marketing was commissioned to create a 60 second cinema spot for the Department of Justice featuring a number of the best moves captured at the festivals.
In 2011 we created the Championship Moves Concert Series taking the campaign into the Victorian pub rock community. Content promoting band gigs was created followed by further band published content.
Championship Moves messaging was integrated into this content which was in turn featured on media partner, bands and the Championship Moves website. The Concert Series and the Championship Moves brand were further promoted through a range of other live music media channels.