Videos that perform well in testing will be submitted to the Public Information (PI) and Cooperation with the Professional Community (CPC) Committees for potential use by AA World Services (AAWS).

Suggestions & Guidelines

Creative, “out-of-the-box” ideas are encouraged.

• Video run times: 15, 20, or 30 seconds for social media, aimed at the public and professionals.

• 60 to 120 second videos directed at professional platforms or for websites.

• Target audiences include: Healthcare, EAPs, Law Enforcement, Courts, Institutions, First Responders, and University Students.

• Use the language and concepts of recovery from the Big Book— AA approved language, messages should reflect hope and solutions.

• Positive, solution-based themes only—do not include alcohol imagery, active drinking, or portrayals of “drunks in action.”

• Gen X, Gen Z, and healthcare professionals respond best to positive messaging and actionable solutions.

• Professional marketers in the recovery niche note that about 50% of ad responders are loved ones or concerned friends of alcoholics.

• Do not include links or QR codes in the videos; a landing page for testing will be determined later.

• Do not use the circle and triangle logo. That is no longer a protected logo for AA.
• All videos must:

• • Use a 16:9 aspect ratio

  • Include captions or be caption-ready

  • Be in English for initial testing

Please respect AA’s long-standing Tradition of Anonymity at the press, radio, film, and internet levels. Do not use members’ faces or last names. Any professional actors or stock images must include a disclaimer stating they are professionals or that their AA membership is unknown.

Videos will be used in campaigns on social media to determine their effectivness with the public and professionals.

Example Videos