Drinking behaviour changing: Drinkaware
Drinkaware is starting to see “green shoots of behaviour change” among its target audiences.
Independent research found that eight out of 10 young adults who saw its Why Let Good Times Go Bad campaign claimed to be adopting at least one of the campaign’s tips on sensible drinking, and 56% said it made them consider drinking differently.
More than 120,000 adults have signed up to track their drinking with the MyDrinkaware tool, with 30,000 active users increasing their understanding of daily guidelines and unit equivalents, and cutting their alcohol consumption from five to 3.9 units per day.
The Your Kids and Alcohol campaign has reached 190,000 people who played the interactive video on the charity’s website. A third of those went on to view the new web content for parents, and 44% said they went on to have conversations with their children after exposure to the campaign.
Drinkaware chief executive Chris Sorek said: “Each campaign area performed above expectations.
“Industry’s participation in Drinkaware campaigns over the past year has helped us dramatically increase our reach and now we’re starting to see positive behaviour change.
“Support from industry generated a media value way beyond the £25 million target for 2011 and we are delighted with the enormous enthusiasm to do even more in 2012. Partnerships offer a fantastic opportunity to boost the visibility of our campaigns. As we look for support reaching adults and parents in 2012 there’s now even greater scope for companies to get involved.”