Drinkaware readies fresh social marketing drive

Drinkaware is seeking an advertising agency as the industry-funded alcohol awareness service looks to bolster social marketing activity.

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The service wants the agency to “help provide strategic counsel in addition to creative implementation” to help it move from general awareness campaigns to driving behavioural change among binge-drinkers.

Drinkaware has ramped up digital and PR activity this year following an agreement that secured its medium-term financial future. Fifty producers, pub firms and retailers now contribute a total of £5m per year.

The service could be called on by the coalition Government to help develop responsible drinking activity. Health secretary Andrew Lansley favours a public-private approach to awareness activity and wants companies and charities to help develop and pay for campaigns.

Chris Sorek, chief executive of Drinkaware, says: “In only three years Drinkaware has become the UK’s most recognised alcohol awareness charity. We are looking for agency support to help us build on our success to date and help us achieve real behaviour change among consumers.”

The agency review is being handled by Oystercatchers.

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