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.
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.
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.