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Scottish Government’s ‘drinking mirror’ campaign tops app chart


By John Glenday, Reporter

January 15, 2013 | 2 min read

A Scottish Government backed alcohol campaign app has topped global download charts after racking up 216,945 downloads in its first week.

Developed by Stripe Communications, in partnership with Carat and Story it seeks to encourage women to ‘drop a glass size’ by illustrating the negative effects of drinking more alcohol than is currently recommended by health experts.

These have been picked up by outlets such as NBC’s Today show as users flock to upload their own photo and punch in their own weekly alcohol consumption to receive a computer generated image of a toll this will take on their body.

Morna McLelland, Stripe joint managing director comments: “It’s been fantastic to help develop the ‘Drinking Mirror’ app which builds on the momentum of last year’s activity. The campaign has grabbed media attention already and illustrated how the Scottish Government is getting people to think about their drinking habits in a creative and social way.”

Jill Walker, head of health marketing for the Scottish Government said: “Evidence shows us that most people who drink alcohol, particularly at home, have no idea of how much they are actually consuming because they don’t appreciate how little a unit is. This campaign allows people to understand what a unit of alcohol is and relate that to their own consumption. It also shows how small, easy changes to their drinking habits can have a significant impact on their overall health and well being.”

The app is available for free until the end of March.


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