PrettyGreen has been appointed by Drinkaware to help promote their ‘have a little less, feel a lot better’ campaign aimed at reducing consumption of alcohol amongst men aged 45-64 who drink over the low risk drinking guidelines.
The campaign kicked off in June with TalkSport partnering with Drinkaware. The activity centres around the ‘at home’ male drinking culture, utilising TalkSport presenters and listeners input to drive home the key message ‘have a little less, feel a lot better’.
Ben Butler, Drinkaware director of marketing & communications, said: “Almost half of the UK’s middle-aged men are drinking above the low risk weekly alcohol guidelines. Our work with PrettyGreen will help us to reach over 80% of our audience with engaging and credible messaging. ”
Emma Grace, managing director, PrettyGreen commented: “Drinkaware’s campaign will help midlife men understand what a small change in their drinking would mean to them, alongside help and advice to support them to cut down on their drinking.”
The Drinkaware Trust is an independent UK-wide alcohol education charity, who exist to help people make better choices about drinking by providing impartial, evidence-based information, advice and practical resources.