Utility Creative worked with Greater Dandenong Council and Convenience Advertising to develop a behaviour change campaign addressing public drinking in Noble Park, an identified hotspot. The campaign supported the introduction of new legislation enforcing a $1,000 on-the-spot fine for consuming alcohol in public spaces.

Public drinking in the Noble Park Central Activities District was increasingly linked to antisocial behaviour, including vandalism, violence, intimidation, theft, and general public disorder.

The challenge was to communicate clear legal consequences in a way that would reach local audiences in context, while also accounting for safety limitations that restricted direct engagement by council officers with intoxicated individuals in public spaces.

Utility Creative developed a highly localised, place-based creative strategy designed to meet people within the environments where public drinking was occurring.

A site audit of Noble Park informed both messaging and placement, ensuring the campaign was embedded across key behavioural touchpoints, including alcohol purchase locations and known public drinking routes. The creative direction was intentionally simple, authoritative, and locally resonant, validated through community focus testing.

Key executions included:

• Footpath stencils along high-traffic pedestrian routes
• Street signage in identified hotspot areas
• Shop window decals across participating local businesses
• Point-of-sale stickers applied to alcohol products
• Locally grounded imagery reflecting real-world consequences of public drinking

Utility Creative led the full design and rollout of all creative assets across environmental and retail formats, ensuring consistency and visibility throughout the campaign ecosystem.