Alcohol-awareness charity Drinkaware is planning a major offensive to combat binge-drinking and alcohol abuse, after appointing OgilvyOne as its retained agency.
The charity previously worked on a project basis with a number of agencies including 23red, AMV BBDO and Enable Interactive.
The beating VCCP and M&C Saatchi pitch was handled by the intermediary Oystercatchers.
OgilvyOne will now devise a series of on and offline campaigns to encourage behavioural change. Each campaign will target a specific demographic, such as the traditional binge drinking 18- to 24-year-olds, as well as over 30 or parents.
The work will aim to build awareness of unit equivalents and alcohol guidelines, as well as challenge the social acceptance and desirability of drunken behaviour.
Drinkaware chief executive Chris Sorek: “Our challenge is to present messages about alcohol misuse in a way that resonate with the target audience. A creative, evidence-based approach will be key.”
Funded by the drinks industry, the Drinkaware website was set up in 2004 by The Portman Group, which launched the Drinkaware Trust in 2006. The Drinkaware Trust is now an independent trust which runs all alcohol education campaigns, that had been previously the responsibility of the Portman Group.
