Drinkaware

‘Alcohol: How much is too much?’ was an integrated social marketing campaign for Drinkaware.

Targeted at middle aged ‘at home’ drinkers, our campaign used humour and social embarrassment to nudge people toward a greater sense of self-awareness about their drinking.

Public Life developed all of the key components of the campaign, including planning, outdoor, search strategy, interactive Flash-based applications and a revamped website.

Public Life developed all of the key components of the campaign.

The outdoor component consisted of blanket coverage of London, Birmingham and Manchester across a range of formats, including 48 sheets, 6 sheets, digital 6 sheets bus sides and digital Transvision screens at major rail stations. We also created animated display ads for an extensive banner campaign served across relevant lifestyle sites such as www.Handbag.com and www.Spectator.co.uk.

Online fulfilment was provided by a Flash based ‘interactive recycling bin’ and a drinks diary, which enables users to work out how much they had to drink last night and also track their drinking over time.