A conceptual campaign for positive change in the narrative surrounding sobriety. Aimed at ‘Gen Z’, Generation Sober aims to offer an alternative view of opting out of alcohol, suggesting something whimsical, clear and optimistic, rather than the usual hospital bulletin-boards of scare mongering. When met with patronising copy, Gen Z walk in the other direction. With this in mind, I created dreamy visuals that draw them in, not obvious at first glance what the mission is, with vibrant purples, pinks and youthful aesthetic.