Drinkaware does not currently use external PR support. The search for an agency comes as the charity seeks to move from general awareness campaigns towards a ‘more action-orientated behavioral change social marketing programme’.
Drinkaware is looking for an agency to help provide strategic counsel in addition to creative implementation. The review will take place over the next month, managed by Oystercatchers. A decision is expected by mid January.
Drinkaware chief executive Chris Sorek said: ‘In only three years Drinkaware has become the UK’s most recognised alcohol awareness charity. We are looking for agency support to help us build on our success to date and help us achieve real behaviour change among consumers.
‘With our evidence based approach, Drinkaware provides invaluable information to help consumers make decisions about alcohol that can improve their lifestyles. The challenge is providing that information and advice in a way that will resonate with the target audience and encourage them to behave differently – and creativity is key.’