This Fresh From The Field features a campaign to encourage conversation about the role alcohol plays in the lives of young people by Curative
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CAYAD Auckland approached Curative to help develop an intervention tool that could help families have positive conversations with young people about the role of alcohol in their lives.
Curative initiated a co-design process, working with both young people and parents to discover what would create the most impact. These workshops suggested the tool didn’t need to talk about Alcohol or Drugs directly, but should instead focus on creating and rebuilding relationships and connections between parents and their young people.
Kai Nights is the result; a step-by-step guide for a family to challenge themselves to work with what they have in their cupboards to prepare a meal together. It builds on the principle that sitting down for an evening meal with family is a significant protective factor for young people, that helps to minimise likely risk and harm in their life.
Kai Nights aims to encourage moments of fun and play, build a sense of collective achievement, create an occasion for connection and conversation. Importantly it can be used by anyone, anywhere, working with what they have.
The design is bold and playful with a strong pop aesthetic that delivers the instruction in an often comical manner. The brand pairs an unapologetic visual language with a matter-of-fact typographic style, creating an aesthetic that is clear in it’s communication, striking and modern, without taking itself too seriously.
Strategy – Eddy Royal, Sarah Wilson
Design – Logan Bradley, Kaan Hiini
Raquel Barbiellini – CAYAD Auckland
Curative are a creative agency inspiring social change. We believe that the best solutions are born through collaboration, so we work together with communities as each project unfolds to imagine and create unique solutions that truly respond to their needs. By providing space and permission for everyone to play, to invent and to explore new ideas, we can create magic and build momentum.