Drinkaware award nomination

27 April, 2010

Drinkaware’s Christmas campaign has been nominated for an award from the Chartered Institute of Public Relations.

The alcohol awareness charity’s What’s Britain drinking this Christmas? campaign has been short-listed in the best integrated campaign category in the CIPR's awards.

One of seven short-listed entries, the festive campaign used various means to push the message for sensible drinking, including “PR, experiential and digital methods”.

Chris Sorek, chief executive of Drinkaware, said: “We’re delighted to be nominated for such an influential award. Challenging the drinking habits of the nation, particularly at Christmas 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.”

Winners will be announced at The CIPR Excellence Awards on June 16 in London.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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