Project type: Digital campaign, web content, advertising
An increasing number of women drink over the sensible drinking guidelines. The trouble is.... none of those 'at risk' see their drinking as a problem.
A glass or two after a hard day's work, a wee top-up... what's the harm?
While it may only be one or two drinks, this number often bears little resemblance to how many units they are actually drinking.
Our brief was to create a digital tool that would help women reduce their drinking in an easy, achievable way.
Drop a glass size online tool
Alcoholic units are a complicated business, so instead we got women to think in terms of wine glass sizes. This simple tool shows women what it would mean to their health if they were to swap their usual 'goldfish bowl' or 'big sipper' sized glass for a 'neat cheat' - a 125ml glass. The results were personalised and users could download a personalised challenge chart reinforcing the benefits.
Drop a glass size generated over 536,000 website visits and online awareness increased from 5% to 27%. Cause for celebration, albeit with a small glass.
I was part of the creative team who devised the campaign and wrote all aspects, from the website tool through to the Facebook advertising and insert copy.
The campaign won a Marketing Society Star Award and Integrated Marketing Gold, A DADI for Best Public Sector Campaign, plus nominations for Best Website and Digital and Social Media Strategy at the Scottish Creative Awards.
The campaign was supported with digital display and Facebook advertising.
Downloadable challenge chart
This was personalised depending on which glass was selected and how many glasses of wine are drunk each week.
Loose insert in women's press
The insert had a simple but eye-catching visual to encourage women to look inside. Here the glasses (see below) were die-cut so you could insert your own wine glass at home to see how many units it might be holding.