The General Service Board of Alcoholics Anonymous (Great Britain) launched its first national poster site campaign from July 1st to 4th, 2024. Aimed at spreading the message of recovery, this initiative featured digital billboards across Great Britain during Alcohol Awareness Week, with additional bursts planned in October, December, and a five-week run from Boxing Day to January 31st, 2025. The campaign includes 30 word-only digital posters, emphasizing the letter ‘A’ to symbolize the clarity that AA provides in the journey to sobriety.

In keeping with AA’s tradition of “attraction rather than promotion,” the posters do not include the Alcoholics Anonymous logo. The blurred letters, with clear A’s, represent life through alcoholic eyes, with the clear A’s symbolizing the sobriety AA offers. This design ensures that those who need the message can recognize it, even without overt branding, effectively reaching individuals struggling with alcoholism.

Find more from The General Service Board of Alcoholics Anonymous (UK, July 2024)