We commissioned the research agency 2CV to undertake a series of focus groups with middle aged men to develop and refine messages that they would find relevant and engage with, presented in the Middle Aged Men Campaign Development report.

Download the full Middle Aged Men Campaign Development report here

The findings informed our development of the campaign Have a little less, feel a lot better, aiming to help men between the age of 45 and 64 make better choices about their drinking.

The campaign's focus on midlife men originated from the Drinkaware Monitor 2014 segmentation analysis which highlighted this group within the ‘Risky Career Drinkers’ segment.

You can find all of the evidence that informed our Have a little less, feel a lot better campaign here.