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Drinkaware Christmas campaign nominated for prestigious award

28 Apr 2010

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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.
Ends

For more information or to interview a spokesperson please contact:
Laura Ellis
Communications Assistant
Email:  lellis@drinkaware.co.uk
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 largest professional body for PR practitioners in Europe.  The Institute represents 9,500 members, who are held to account by a code of conduct, develops policies and raises standards in PR through its extensive education and training programme. 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.

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