This January, as many people reflect on cutting back their alcohol intake—whether from holiday overindulgence or simply wanting a reset—Alcoholics Anonymous is continuing their impactful campaign from July 2024. In partnership with JCDecaux and produced by The Raised Eyebrow Society, the new ads are making waves.

I’ve seen these ads pop up on billboards all around London, and I’m genuinely impressed by the boldness and creativity behind both the design and the message. Tackling the stigma of alcohol use, especially in a society that often glorifies drinking, is no easy feat. But The Raised Eyebrow Society really did a stellar job (pun not intended).

The design brilliantly captures the disorienting feeling of being lost in the fog of alcohol, with AA offering a path to clarity. I also love the choice to forgo the full AA logo and instead use the stylized “As” alongside the accompanying type, which reminds me of the clever Muller Corner ads from 2022.

What I really admire here is the trust in the viewer to get it. This design doesn’t overwhelm with extra copy, QR codes, or complicated URLs. It’s refreshingly simple—just a quick Google search, and you’re exactly where you need to be.

Good luck to everyone tackling Dry January, February, March—whatever your reason. You’ve got this!