Drinkaware has launched a £1 million marketing campaign designed to encourage more Brits to take drink free days throughout the week.

“We’re all going on a no alco-holiday, drink free days for me and you!” is the lilting jingle that is sure to worm its way into your ear over the next eight weeks.

It features in a series of radio ads and there are also video ads on social media that focus on exercise, health and wellness. The idea is to offer people suggestions on what to do when avoiding alcohol.

The campaign is specifically targeted at Brits aged 40 to 64, a demographic that drinks more in general than the younger age groups.

Elaine Hindal, Drinkaware’s chief executive, said: “We’re delighted to be launching this new phase in our Drink Free Days campaign, which was hugely successful last year in its reach and its ability to inspire target drinkers to review their drinking and take steps to reduce it.

“As our research shows, there is a gap between many mid-life drinkers’ association with the health benefits of cutting down on their drinking and their actions. Our aim is to provide encouragement and strategies, through Drink Free Days, to help more people to reduce their drinking and improve their health and wellbeing.

“The research also points to some simple measures that retailers can take to help customers who want to cut back, such as offering a good selection of no and low alcohol drinks, and signposting them clearly in store.  We’d also encourage retailers to display our Drink Free Days poster and if possible use our audio assets in store.”

She told DRN that she hopes retailers will back the campaign by championing alcohol-free beers, wines and spirits, pointing to the commercial opportunity as well as the responsibility angle.

Retailers can download downloadable posters and social media templates here if they wish to help raise the campaign’s profile.

It builds on the Drink Free Days campaign launched last year, when Public Health England and former Liverpool and England footballer John Barnes signed on as partners. The campaign turned unexpectedly controversial when public health figures Ian Gilmore and John Britton threatened to quit their roles as advisors to Public Health England over its partnership with Drinkaware, an industry-funded charity.

Yet Public Health England refused to back down and the campaign was a success, as 335,155 people completed the DrinkCompare Calculator, more than 400,000 visited the Drinkaware website for information and 25,337 users downloaded the Drinkaware app. 

Everyone felt the message was strong and important last year, but they agreed it could be delivered in a more impactful and engaging fashion, hence the outrageously catchy new jingo and strong links to health and wellness in the new campaign. DRN will have more on this initiative in our next print issue.