Drinkaware - POS campaign

Nearly half of patients admitted to A&E are diagnosed with alcohol-related injuries or illnesses. Alcohol is also a major factor in casual sex encounters and crime.

"The good news is that long-term integrated programmes can change attitudes and behaviour," says major alcohol brand producer Diageo, in its 2009 Annual Report.

Corporate Culture worked in collaboration with the drinks company, charity Drinkaware and 45 other companies on Project 10, which is investing £100m over 5 years to promote responsible drinking.

We have been one of a number of organisations working with Drinkaware and the Wine and Spirits Trade Association to create point of sale materials to help change behaviour.

Like much of our work, it included pre-testing through qualitative and quantitative research. Tesco, Morrisons and Sainsbury’s are among retailers now using the materials.

"We’ve been extremely impressed with the creative approach to our materials. The thinking has created not only distinct and engaging messages, but a flexible campaign that major retailers actively support. Through its efforts, Corporate Culture is helping us ensure more people make informed decisions about their alcohol consumption."

Deborah Hamilton-Lewin, Communications officer, Drinkaware Trust

For more information, read the PDF.