The “One Day At A Time” Calendar

Agency Network: 
April 2012
Alcoholics Anonymous:  The “One Day At A Time” Calendar
Alcoholics Anonymous Direct Ad -  The “One Day At A Time” Calendar


We developed a traditional calendar, but with one difference: each page of the calendar represents a single day, and not an entire month. And instead of showing 30 days, each box displays one hour of that day. So what seemed to be just another regular calendar, became a daily reminder of the AA motto: “Take it one day at a time”. The calendars were distributed amongst members and supporters of Alcoholics Anonymous Brazil.

Direct advertisement created by JWT, Brazil for Alcoholics Anonymous, within the category: Public Interest, NGO.

Advertising Agency: JWT, Brazil
Executive Creative Directors: Ricardo John, Roberto Fernandez
Creative Directors: Fabio Brandão, Ricardo John, Roberto Fernandez
Art Director: Fabio Santoro
Copywriter: Pedro Furtado
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Highest Rated

ilovegreatads's picture


Activity Score 312
Creative Director
kleenex's picture

I like it.

Activity Score 57557
Web Designer/Developer
Prasad Weerasekara's picture


Prasad Weerasekara
Activity Score 651
Stendzenieks's picture

Nice way to make poor devils' day an infinie torture :)

Activity Score 40
Creative Director at MOOZ!, Ltd.
MicheleVirgilio's picture


Activity Score 2569
drunk dave's picture

It's called alcoholics anonymous - not very anonymous when that's sitting on your desk.

drunk dave
Activity Score 1062
Copywriter at Publicis South Africa
Nike Diesel's picture

It is, cus there's nothing but a phone number.

Nike Diesel
Activity Score 13478
Art Director
fecoporto's picture

Actually the last two columns says "alcoholics anonymous".

Activity Score 12
Art Director at Sagarana Comunicação
Nike Diesel's picture

You're right, but it's so subtle I believe not too many people will recognize it unless you get up real close.

Nike Diesel
Activity Score 13478
Art Director
Wordfruit's picture

My initial impression is as per Stendzenieks.

But if the research is done and suggests that people will find it useful, then fair enough...

Activity Score 973
ilovegreatads's picture


Activity Score 312
Creative Director
ilovegreatads's picture

but seriously, is this calendar for real? it looks too thin to be an annual calendar as that would be 365 pages, so over 180 leaves. A monthly would be 15 sheets. Am curious to know what you guys actually handed out. Good idea, anyway!

Activity Score 312
Creative Director
LOLWREN's picture

Would it not work better if it were one of those one-day-one-date calander? Then it really is one day at a time.

Activity Score 16
Copywriter at weareyellowbird
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