EAST LANSING, MI: King Media has been honored with a Gold Viddy Award in the Short Form Web Video – Health & Wellness category for About Last Night, a public health campaign developed in partnership with the Kent County Health Department. The award recognizes excellence in video production, storytelling, and creative impact among entries from more than 100 countries worldwide.
Created to address rising rates of binge drinking among adults ages 21-34 in Kent County, About Last Night reflects King’s commitment to producing work that is not only creative, but meaningful. The campaign demonstrates how culturally relevant, empathy-driven storytelling can shift perceptions, spark reflection, and encourage healthier choices – without relying on fear, shame, or judgement.
“Winning an award is always an honor, but what matters most is why this work exists,” said Coleen King, President and Owner of King Media. “Public health messaging is most effective when people see themselves in it. This campaign shows that when we lead with empathy and respect, we can create work that resonates deeply and supports real behavior change.”
From the public health perspective, the campaign addressed a critical local need.
“Alcohol is socially acceptable and legal for people over 21 years of age. And while drinking is not a problem, drinking too much, either on a single occasion or over time, can cause serious consequences,” said Sharon Schmidt, health educator with the Kent County Health Department. “The About Last Night campaign is designed to raise awareness about the harmful effects and risky behaviors associated with excessive alcohol use. It is not an abstinence message; instead, it asks people to rethink how much and how quickly they drink.”
Rooted in the insight that traditional scare tactics often fall flat with young adults, About Last Night embraced humor, self-awareness, and the universally familiar “morning after” moment to reach audiences in a way that felt authentic and non-preachy. Through a series of short, mobile-optimized social videos – crafted for Instagram Reels, Facebook Stories, and other high-engagement environments – the campaign delivered punchy relatable vignettes that gently highlighted the consequences of overindulgence.
The core message was simple but powerful: You can drink without getting drunk. You can have fun – and know when you’re done.
The campaign’s creative approach aligned closely with its Health & Wellness objectives by reframing binge drinking as a modifiable behavior rather than a moral failing. To reinforce the message beyond digital platforms, the campaign was supported by complimentary outdoor advertising, radio, transit placements, restroom messaging, and co-branded promotional materials, ensuring consistent visibility across high-traffic community settings.
In just one month, About Last Night generated more than 215,000 impressions from a tightly targeted audience and achieved an estimated 14.3% ad recall rate – nearly double the industry benchmark for public health campaigns. Audience feedback further validated the strategy, with viewers describing the tone as “fun,” “real,” and “non-preachy.”
“At King Media, we believe marketing and communications can – and should – be a force for good,” King added. “This campaign proves that public health storytelling can be modern, culturally relevant, and genuinely engaging, while still driving measurable impact.”
To learn more about Kent County Health Department’s About Last Night campaign, click here. For more information about the Viddy Awards, visit https://viddyawards.com/about/.
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For more information, please contact King Media at 517.333.2048
