Drinkaware has today launched its latest national alcohol awareness campaign, crafted by London creative agency The Corner. Its aim? To combat the steady increase in daily drinking since lockdown measures began in March.
By highlighting the regular everyday excuses we make to justify having another drink, the creative hopes to get people to break the cycle and take more "drink-free days". Excuses like "because it's Monday" and "because I'm furloughed, so why not?" might resonate with everyday drinkers, young families and those who have found themselves temporarily out of work.
Tom Ewart from The Corner says: "Times are tough, and it's easy to justify a little tipple to help get through it. The problem is when all those excuses build up, and before you know it you're having a drink every day. Our campaign highlights those familiar excuses, and encourages people to have a 'drink-free day' every once in a while."
The campaign was designed in-house by The Corner Design and is the "inaugural showcase" of the new Drinkaware brand look and feel. It's delivered via national OOH, targeted social media videos and digital display.