Music and sports themed short viral films will run online as well as at upcoming music and sporting festivals throughout the summer months targeting places “notorious for summertime drinking, often to excess”, according to a Drinkaware spokeswoman.
Press and PR activity, based around an as yet unnamed “celebrity” endorsement, aims to “raise awareness of the serious issue of responsible drinking in a humorous, engaging way,” she says.
The charity relaunched on June 4 with a new logo and mission to present “the honest facts” about alcohol.
It wants to “reinforce” Drinkaware, formally known as the Drinkaware Trust, as an “evidence based organisation that helps dispel myths and present honest facts about alcohol”. Marketing will include a new strapline “for the facts”.
The charity, funded by the drinks industry, has been gearing up for the relaunch since the start of the year, employing brand consultancy Whiteshirt to carry out a brand review in January.
Last month, it awarded Enable Interactive and Frank PR with a £1m digital and PR brief to help push the message of responsible drinking.
The majority of the UK’s leading drinks producers include the charity’s website address in their marketing as well as a message to enjoy alcohol responsibly.