Public Sector: How many bottles go in your recycling?

Campaign Alcohol: How much is too much? Client The Drinkaware Trust PR team Paratus Communications Timescale October 2008 Budget £45,000

The Drinkaware Trust is a UK charity that educates young people to make informed decisions about alcohol. In October, the trust launched its biggest campaign to educate 25- to 44-year-olds about unhealthy drinking habits at home, by highlighting how often people fill their recycling bins or visit bottle banks.

Objectives

To raise awareness of the long-term harm caused by alcohol

To advertise on billboards, buses and bus shelters in UK cities

To drive traffic to the Drink­aware website.

Strategy and plan

The team commissioned research about the link between recycling levels and drinking. It also secured spokespeople
including Channel 4’s Dr Dawn Harper. A one-week partnership with the Metro was developed to reinforce the campaign’s key messages and reach Metro’s core readership of city dwellers in their thirties.

Measurement and evaluation

The campaign achieved more than 300 hits inc­luding GMTV, BBC Breakfast, nat­ional newspapers, radio stations, trade titles and websites including guardian.co.uk, BBC and SkyNews.com.

Results

In total the campaign reached an audience of more than 94million, creating more than £3m in PR value. On launch day, traffic to the Drinkaware website was up 246 per cent.

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