Campaign for Drinkaware targets middle class wine drinkers
Full service marketing agency Public Life has created Alcohol: How much is too much? an integrated campaign for Drinkaware targeted at middle aged wine drinkers.
One in four adults currently drinks above the government’s guidelines and the last few years have seen a particular increase in at-home wine drinking among 35 to 45 year olds. Just two to three glasses of wine drunk on daily basis can tip drinkers into the “risky drinker” category, which can lead to increased dangers of liver disease, mental health problems and a range of other conditions including breast and oral cancer.
The campaign is innovative in targeting an adult audience not traditionally associated with risky drinking and complements The NHS Units campaign run earlier this year.
Public Life’s managing directors Suzanne Begley and Mike Williams explained: “People in this adult group tend to think of themselves as ‘responsible drinkers’ because they make it into work each morning. As a group they are also more likely to be ethical consumers and concerned about their health, so alcohol consumption at harmful levels seems like an anomalous behaviour.”
The campaign creative focuses on bottle recycling as a common characteristic of people who regularly wine in the home, with the key message ‘I see you like to recycle (Wow you drink a lot).’
Research with consumers showed that many were often surprised at how many empties they produced. This created a degree of social embarrassment and people anecdotally said they often tried to hide the levels of their recycling from their neighbours. The recycling motif was seen as a gentle and humorous way of prodding people into thinking a bit more deeply about their drinking habits.
Public Life said: “We’re not expecting people to make a radical change to their drinking as a result of the campaign. We are realistic and know that long-term change in drinking patterns is going to require more work than a single push. However, we think that the campaign will be a valuable first step in raising the issue with middle class drinkers.”
Public Life developed the key components of the campaign, including strategy, outdoor, search, digital applications and a revamped Drinkaware.co.uk website.
