Sip Safe
Monash University
Issue 48 | September 2018
Agency
Y&R Melbourne
Creative Team
Chief Creative Officer: Paul Nagy Executive Creative Director: Jake Barrow Senior Art Director: Kieran Moroney Copywriter: Kieran Moroney Creative: Aaron Pepper Designer: Simon Gray
Production Team
Producer: Annie Thiele Producer: Jules Callen Senior Producer: Zoe Rixon Head of Broadcast: Sheridan Wadelton Digital Producer: Gabriel Montalban Production Manager: Gerry Matthee Digital Designer: Leigh Maslij Developer: Michael Zaporozhets
Other Credits
Group Account Director: Matt Hunt Account Executive: Thomas Wilson
Date
November 2017 – Ongoing throughout 2018
Background
4,500 Australians have their drink spiked every year - 40% of which lead to sexual assaults. As a caretaker of young people Monash University set a brief to help educate and make their students and the wider community more aware of drink safety. The objectives they set out to achieve were to give young people the ability to ensure their safety when socialising in various surroundings.
Idea
After observing that young people are accustomed to wearing wristbands at festivals and other events the idea was to create something to help stop drink spiking. The Sip Safe wristband detects if a drink has been spiked with drugs. The wearer simply puts a drop of their drink onto the wristband and in a short amount of time the wristband changes colour if it has been exposed to ketamine or GHB – two common drink spiking drugs. The ability to test your own drink provides the freedom to manage risk for the wearer. Also, wearing the Sip Safe wristband provides a visual deterrent to any would be drink spiker. The design of the wristband can incorporate the logos of any brand, nightclub or festival that provides these wristbands to its patrons.
Results
In the space of six months a product has been launched to some of the most vulnerable young people, and an ongoing program on university campuses has begun with more than 6,000 wristbands. Most importantly, in a university survey 89.5% of students now have a greater awareness of drink safety after engaging with Sip Safe.