Drinkaware: Excuses

The UK-based alcohol education charity Drinkaware wanted to encourage people to sign up for a new online healthy lifestyle tool, MyDrinkaware.co.uk, to help them keep track of their drinking habits and give tips for cutting down.

Drinkaware: Excuses

OgilvyOne UK

The team

Emma de la Fosse, Charlie Wilson, Rod Broomfield, Ruth Jamieson, Amy Ward, Brian Sassoon, Claire Cootes.

How did the campaign make a difference?

Research showed that people justify how much they drink with various excuses. Drinkaware held up a mirror to harmful behaviour while providing relevant and personalised solutions. 83% claimed it made them think about their consumption. Over 250,000 people visited the site and 108,000 signed up for the tracking tool, resulting in a 20% decrease in consumption among active users.

What details of the strategy make this a winning entry?

Alcohol education...

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