The voice of the wine and spirit industry

Drinkaware Christmas campaign nominated for prestigious award

Drinkaware’s ‘What’s Britain Drinking this Christmas?’ campaign is nominated for a prestigious CIPR Excellence Award.  The alcohol awareness charity’s campaign is shortlisted in the best ‘integrated campaign’ category in the Chartered Institute of Public Relations’ awards.

One of seven shortlisted entries, the festive campaign impressed the judging panel by demonstrating integrated use of communications to achieve its objectives.  The campaign, which was also recently presented as a case study at a ‘PR in a digital world’ conference, used PR, experiential and digital methods to conduct what is believed to be the biggest interactive examination of the nation’s drinking via giant unit calculators and through Drinkaware and supporters’ websites.

Chris Sorek, Chief Executive of Drinkaware, says: “We’re delighted to be nominated for such an influential award. Challenging the drinking habits of the nation, particularly at a time of year when most people tell us they drink to excess without feeling guilty, is a difficult task and this award recognises that we are meeting that challenge.  By combining a creative approach with technology we were able to get people to think about how much they were drinking, make them aware of the unit guidelines and give them information about alcohol and calories that would help consumers consider their drinking in the future.”

Drinkaware’s ‘What’s Britain Drinking this Christmas?’ campaign generated record levels of interest from consumers, including:

A monthly record for traffic to the Drinkaware website of 204,858
30,407 entries into the Drinkaware alcohol unit calculator
4,087 members of the public completing the unit calculator via experiential activity (averaging one every 35 seconds)
152 pieces of media coverage in consumer media across the month
The campaign was developed with the support of Drinkaware PR and digital agencies, Frank PR and Enable Interactive.

Winners will be announced at The CIPR Excellence Awards Dinner and Awards Ceremony to be held on 16 June 2010 at Park Plaza Westminster Bridge Hotel, London.

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For more information or to interview a spokesperson please contact:

Laura Ellis - Communications Assistant

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.   / Tel: 020 7766 9910 / Mob: 07917 135436

Notes to editors: Drinkaware provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works alongside the medical profession, the alcohol industry and government to achieve its goals.  For further information, visit www.drinkaware.co.uk 
 

The Chartered Institute of Public Relations is the professional body for PR practitioners in the UK.  With over 9,500 members, involved in all aspects of the public relations industry, it is the largest body of its type in Europe. The CIPR advances the PR industry in the UK by making its members accountable through a code of conduct, developing policies for the PR industry, representing its members, and raising standards through education and training.  For further information, visit www.cipr.co.uk. The CIPR excellence awards recognise and reward best practice in public relations throughout the UK and acknowledge personal and team achievement at the highest professional level.