Using rap to spark self-reflection, not lectures
This campaign was created for NHS Responsible Drinking, with a specific focus on reaching younger drinkers aged 18–25 — an audience often resistant to traditional public health messaging.
Rather than taking a didactic or moralising tone, the idea was to speak to people in their own cultural language. Inspired by the narrative structure of Eminem’s Guilty Conscience, we created a series of radio adverts that used rap as a device for internal debate — the voice in your head questioning decisions, consequences and behaviour.
To avoid copyright issues, all lyrics were completely rewritten and performed by local Manchester rap artists, giving the work authenticity and credibility. I wrote all the scripts and lyrics, then worked closely in the studio with the artists to refine rhythm, flow and phrasing — ensuring the tracks felt natural, current and culturally accurate, while still delivering the key responsible drinking messages the NHS needed to communicate.
The result was a suite of radio ads that felt raw, engaging and emotionally resonant, using storytelling rather than instruction to encourage young people to pause, reflect and rethink their relationship with alcohol.