Public Sector: Campaign Breakdown - 'Know your limits'

Agency: Fishburn Hedges Client: Department of Health (DH) Timescale: May - September Budget: £6m overall

Dawn Primarolo: launched campaign
Dawn Primarolo: launched campaign


The lowdown

Following the TV ads illustrating how alcohol units add up over a week of seemingly innocuous drinking, Fishburn Hedges is running the accompanying PR campaign. It has the unenviable job of trying to convince people that the odd bottle of Merlot after a hard day at the office can be just as harmful as binge drinking. It is the biggest alcohol awareness campaign the Government has ever run.

Why is the DH doing this now?

'Underage drinking and binge drinking is important but it's not the only problem,' said Fishburn Hedges director Ron Finlay. 'Many people including PROs and journalists go out and have a few bottles in the evening. They may think there is no problem but in 20 to 30 years they may be paying the price.'

Who is being targeted?

Anyone who drinks, but specifically those who are 25 and over. The agency is building on its work on the Department of Health's (DH) underage drinking campaign.

The tactics

The campaign launched with a press conference at the DH held by public health minister Dawn Primarolo (pictured), and was backed by headline-grabbing statistics. Fishburn Hedges followed up with a feature on the BBC's The One Show and will be placing case study features in the media. There will also be a digital element.

Any potential pitfalls?

The people who need convincing of the value of this campaign are traditionally quite comfortable with their own casual boozing. That is the media, of course. As Finlay says: 'There have been articles in the press saying "It has never done me any harm, so what is the fuss?".' 3 units - Daily recommended maximum for women.

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