NHS Sandwell - Cringe Drinking

A report from the Joseph Rowntree Foundation found that over 50% of 15- to 16-year-olds have participated in binge drinking.

NHS Sandwell is working to reduce alcohol-related harm amongst a range of audiences across its West Midlands sub-region, with young people as a key target group.

We worked with the client to create a body of stakeholder insight around alcohol use. The findings of this research informed the creation of the Cringe Drinking creative, which raised awareness of the hazards of excess drinking among 15- to 25-year-olds with engaging poster materials used on public transport across the PCT’s catchment area.

“Corporate Culture demonstrated real insight into the behaviours and expectations of our target audience. By illustrating the embarrassing and potentially harmful aspects of excessive drinking using accessible language and an engaging visual execution, the Cringe Drinking materials were instantly recognisable to young people in Sandwell and will encourage them to consider their lifestyle choices.”

Neil Parkes, Alcohol Strategy Development Manager, NHS Sandwell