Drinkaware

Integrated campaign and website for the UK's leading alcohol awareness foundation

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The challenge
Research supplied to us showed that ‘at-home’ drinkers within the often hard-to-reach urban intelligence demographic were unaware that while they consider themselves as moderate or infrequent drinkers, they could be at a high risk of developing long term alcohol related health problems.

At the time no previous attempt had been made to raise awareness, or to provide useful information to this group of urban professionals, with the focus usually placed on younger people and binge or problem-drinkers.

The solution
With careful consideration to the audience, and an understanding that they would not respond well to an authoritarian or typical ‘health advisory’ tone of voice, we decided on recycling as a relevant, subtle, and humorous theme with which to prod them into thinking a little more deeply about their drinking habits. The ad campaign was just part of the puzzle — the big picture was to introduce a complete overhaul of the website which had been getting little traffic due to stale content delivered in an uninteresting and preaching manner.

 
We redefined the nature of the websites content into a more magazine-like read, providing visitors with interesting articles that people could relate to, useful advice, and tools to help theme drink responsibly. At launch, the homepage featured a campaign specific “What’s in your bin?” Flash app that provided easy-to-digest health information based on users inputting the contents of their weekly recycling bin.

Ads initially appeared around busy commuter routes and recycling centres in London and Manchester, and were expanded to Birmingham and Edinburgh due to their effectiveness. The campaign resonated extremely well with the audience, and generated considerable press and television coverage. Traffic to the Drinkaware site rose sharply and the level of awareness continues to grow with the new tone and content type featured on the site.

Role: Concept, copywriting, art direction and design.
This project was produced with London based agency, Public Life.