Drinkaware seeks digital agency

Drinkaware, the alcohol-awareness charity, is reviewing its digital account as it looks to change consumer attitudes towards alcohol.

Drinkaware: calls digital review
Drinkaware: calls digital review

VCCP, OgilvyOne and Lida have been shortlisted for the business. The review is being handled by Oystercatchers, with a decision expected by mid January.

The appointed agency will provide the charity with strategic and creative implementation. It will help Drinkaware move from general awareness campaigns, towards a programme that will achieve behaviour change among consumers.  

Drinkaware has previously used digital agencies on a project-by-project basis, including Enable Interactive and 23red. Its advertising account is currently handled by Abbott Mead Vickers BBDO and is not affected by the review.

Earlier this year, Drinkaware unveiled its five-year, £100m campaign aimed at persuading young people to drink responsibly.

Chris Sorek, chief executive of Drinkaware, said: "In only three years, Drinkaware has become the UK’s most recognised alcohol awareness charity.  We are looking for agency support to help us build on our success to date and help us achieve real behaviour change among consumers.

"With our evidence-based approach, Drinkaware provides invaluable information to help consumers make decisions about alcohol that can improve their lifestyles.  The challenge is providing that information and advice in a way that will resonate with the target audience and encourage them to behave differently – and creativity is key."