Integrated campaign for the UK's leading alcohol awareness charity
Research showed that 'at home' drinkers within the urban intelligence demographic were at a high risk but had not been targeted with relevant health information. Recycling was chosen as a suitably gentle and humorous theme with which to prod this group into thinking a bit more deeply about their drinking habits. In addition to the ad campaign was a complete website revamp with a Flash based app that provides easy to digest health information based the contents of the users recycling bin.
The campaign resonated extremely well with its audience, generating considerable press and television coverage. Traffic to the Drinkaware site rose sharply and the level of brand awareness continues to grow with the new tone and content type featured on the site.
Role: Concept, copywriting, art direction and design
