Let’s Drink Better

My Liver

Engagement

Challenge

How many people have vowed to drink less alcohol, with more or less success? We were looking to help a new generation of alcohol consumers, primarily “social drinkers,” drink smarter. But we wanted to avoid the traditional awareness campaign stereotypes.

Solution

We decided to give a voice to the body part that remembers every drink and every hangover a person’s ever had: the liver.
“My Liver” was the first bilingual chatbot designed for social drinkers. Available 24/7 on Facebook Messenger, it analyzed the effects of alcohol, provided helpful advice on how to avoid nasty hangovers and, above all, checked in on drinkers the morning after, all in an effort to promote drinking in moderation.

Results

Used in over 56 countries worldwide, “My Liver” proved that, with an out-of-the-box idea and a little bit of daring, it’s possible to create a real change in behaviour, with zero investment in media.

Alcohol consumption:
31%
among users

Engagement:
10 000
hangover pics shared

Usage:
34 minutes
on average per week

Media investment:
0
Dollars

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