Drinkaware launches digital campaign through Enable
Drinkaware, the UK charity which promotes responsible drinking, is running a multi-channel digital campaign to encourage people to keep to their New Year resolutions.
The “Drink Less Be More” campaign by Bristol-based Enable Interactive encourages people to keep to their New Year resolutions - such as improving their fitness, staying focused and feeling better - by moderating their alcohol consumption.
The campaign, created in partnership with Frank PR, includes interactive ads, a takeover of the Drinkaware homepage, email campaign, social media support and integrated PR activity, all based on insight from Drinkaware research that found 6.7 million Brits will make New Year pledges to drink less.
The “Drink Less Be More” campaign follows the “What’s Britain Drinking This Christmas?” campaign (also developed by Enable Interactive and Frank PR) which included the largest online study into Christmas drinking habits with over 30,000 participants during December 2009.
Enable Interactive has transformed Drinkaware’s homepage for the “Drink Less Be More” campaign with a new-look unit calculator at www.drinkaware.co.uk that allows people to discover the impact drinking has on their health and fitness, including how their intake equates to calories and the exercise required to burn off the calories contained in drinks.
The campaign also includes specially produced content throughout January via email, a Drinkaware Twitter feed (www.twitter.com/drinkaware) and “Drink Less Be More” Face book group. The content includes motivational advice written by fitness and nutrition experts such as Theo Randall and Lucy Wyndham-Read, as well as tips to help keep users’ resolutions on track.
The “Drink Less Be More” campaign is largely targeted at 18-44 year old females with the new-look unit calculator also appearing as an interactive online ad on third-party sites such as HeatWorld, WeightWatchers and MSN during January. Heat Magazine will feature a half-page advertorial linked to the campaign.
Ben Butler, web and digital marketing manager, Drinkaware said: “We continue to work with Enable Interactive on fresh and original ways to help consumers understand the effects of alcohol on their lives and lifestyles. Enable’s integrated and innovative campaign work in December and January has been a great success to date – connecting with consumers in a challenging way without preaching. We are extremely excited about working with Enable on further digital solutions that make an even greater impact in 2010.”