For my graduation project I researched and visualized the theme '(Un)conscious peer pressure around alcohol use among young people'. I chose this theme because many young people in my environment regularly drink alcohol and they (un)consciously push others to drink an alcoholic drink. I experience this myself, where people regularly say to me: “Come and join us for a drink” or: “Do you really not want to join us for a drink?” If this is asked repeatedly, it can come across as annoying and/or irritating. Many young people experience this (un)conscious peer pressure around alcohol use, which makes it difficult for them to make their own choice. This (personal) experience has led to my campaign: I decide what I drink.

The goal of my graduation project is to create awareness in (un)conscious peer pressure around alcohol use, in which making one's own choice is central. The campaign consists of three series, which are based on personal experiences gained from a survey conducted among the target audience. The series consists of three images that together form a story, but each can also convey the message separately. Each image outlines its own situation within the story, such as (un)conscious peer pressure (emphasis), awareness (clarity) and individual choice (action). The campaign has been distributed in places where the target group experiences (un)conscious peer pressure around alcohol use. This is both offline and online and I have done this by means of posters and coasters (in the pub and nightlife) and Instagram (at someone's home). The personal experiences that have been processed in the series can also be read via Instagram.