Drinkaware hands Frank PR and Enable Interactive £1m brief

Alcohol charity Drinkaware has brought in Frank PR and Enable Interactive to lead a £1m PR and digital brief.

Copyright: Getty Images
Copyright: Getty Images

The agencies, which pitched for the account together, will lead an integrated PR and digital campaign to raise awareness of the charity and target specific groups, such as under-age drinkers or couples sharing bottles of wine at home.

Andrew Bloch, MD of Frank PR, said: ‘There is a lack of understanding of Drinkaware as a brand so there is a job to be done in raising awareness of exactly what the brand stands for. Drinkaware is not about finger wagging, it's an important source of advice and information.'

The campaign will be entirely below the line, with no advertising component.

Chris Sorek, chief executive at Drinkaware, said: ‘This will hopefully show that public relations and digital can establish a brand and make it come alive. Word of mouth is so important in changing behaviours and perceptions. This campaign will enable us to create a dialogue between ourselves and consumers in a much more personal way than advertising can.'

The total spend of the campaign will be £1m, with agency fees making up around £800,000.

Frank and Enable previously worked together in a join project for mental health charity Rethink in 2008 - an experience thought to be a key factor behind their success with Drinkaware.

There were some 130 expressions of interest in the brief from PR and digital agencies, with 80 agencies sending credentials. These were whittled down to four for the final pitch.

Meanwhile, Siobhan McCann joins Drinkaware as communications manager from the recently merged Age Concern and Help the Aged. As comms manager she will raise visibility of the charity's work targeting key audiences about the dangers of alcohol misuse.

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