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...