ABOUT

Drinkaware an alcohol awareness charity have a great unit calculator to let you know if you’re drinking too much.

Unfortunately the very people who could do with using it don’t realise they need to. Telling home drinkers 35 and over they’re binge-drinking would simply make them reject the message.

The key was to get them to self-identify by making them realise just how often they reach for the bottle.

Solution

People can always find an excuse for a drink. Each execution subtly juxtaposes excuses to demonstrate just how easy it is to find reasons to have a drink or three. The campaign included a site redesign, banners and a facebook competition. Users were encouraged to share their excuses to win a pair 'Excuses' Glasses.

Each glass was etched with classic excuses, to make them think twice before having a drink.