THE PORTMAN GROUP

THE BRIEF:
The Portman Group is a pan-industry organisation whose purpose is to prevent misuse of alcohol and to promote sensible drinking. The brief was to create a piece of Direct Theatre to promote the Portman Group's message: "If you do do drink, don't do drunk", to the 18-24 male student market.


THE SOLUTION:
An extremely edgy piece of theatre was created, which featured a very drunk student who climbs onto a table to proclaim his love for a girl. His two friends, one male and one female, attempt to restrain him. He then "vomits" into the girl's handbag and passes out. After he becomes insensible, his friends attempt to auction him off, pointing out his less attractive features. After the actors leave, leafleters enter and distribute competition entry forms, postcards and gifts.
The campaign has grown, with the development of two further concepts: Performers in public spaces put the message across through a technique known as "Gossip Theatre", where their conversation could be overheard by a small group of people. This took place in the street, coffee shops and other public spaces. Also, we staged a publicity stunt, where eight performers, wearing sandwich boards, carried the Portman Group's message "If you do do drink, don't do drunk" throughout the West End of London.


THE RESULT:
The campaign has rolled out in on- and off-campus bars in twelve university towns across Britain. Response to the competition was unprecedented (approximately 80% of people who saw the showreturned the competition entry form). Independent market research showed that the theatre was by far the most effective media type used by the Portman Group (Research document available on request).
PR and press coverage has been extensive, including local and national television (BBC 1 and BBC News 24), approximately 15 regional and national radio stations, and print coverage in the Daily Telegraph, The Metro, The Daily Express, The Evening Standard, The Observer and the Guardian among others. Comment and the Portman Group are in the process of developing a nationwide, year-long Direct Theatre strategy for 2003.