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Scottish Government

Scottish Government launches Alcohol Behaviour Change campaign with Story

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By The Drum Team, Editorial

February 6, 2012 | 2 min read

The Scottish Government is launching its Alcohol Behaviour Change campaign, advising drinkers to ‘drop a glass size’, devised by creative agency Story.

As well as a website being created as part of the campaign targeting those aged from 31 to 50 as part of a "changing attitudes" drive, a ‘drinking time machine’ app has also been released.

Stripe is understood to be overseeing PR for the campaign, with social media and online activity supporting the marketing.

The app is available free for one month and will show users how alcohol speeds up the ageing process.

Auriole Price, designer of the smart phone app, said: “Working with the Scottish Government to launch the first ever app will help to show people how they will look if they drink too much alcohol. The main aim of the app is to shock people into drinking just a little bit less. We are appealing to people’s vanity as the effects of alcohol can include red broken veins on the cheeks, bloodshot eyes, a bloated face and deeper wrinkles.”

Figures in the Scottish Health Survey show that around 38 per cent of women regularly exceed daily and/or weekly sensible drinking guidelines.

Cheryl Boocock, strategic marketing manager for the Scottish Government added:” The campaign creative builds on last year’s campaign message, ‘Every drink adds up to doing more damage than you think’ and highlights that by making a small change such as dropping a glass size women can see and feel a big difference in their health and well-being, now and in the long term. This message is now being pushed out across broadcast, print and digital platforms, partnerships and field marketing.”

The website, created by Story which will provide the tools and support required to help people make a positive change to their drinking habits.

The campaign will also take to the streets with a three week national information roadshow that will visit towns and cities across Scotland and aim to educate Scots about their drinking habits.

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