Drinkaware Breaks the Cycle with More Drink Free Days Campaign

Drinkaware today launches its latest national alcohol awareness campaign by creative agency The Corner London.

The campaign, which launches today, seeks to combat the steady increase in daily drinking in the UK since lockdown measures were originally put in place in March. By highlighting the regular everyday excuses we make to justify having another drink, the creative seeks to get the audience to break the cycle and take more Drink Free Days.

The integrated campaign speaks directly to three target audiences: everyday drinkers, young families and those who have found themselves being placed on furlough. The campaign is delivered via national OOH, targeted social media videos and digital display.

The campaign was designed in-house by The Corner Design and is the inaugural showcase of the new Drinkaware brand look and feel.

Tom Ewart, CCO and founding partner, 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.”