Helping over 50s understand their units
Alcohol misuse has a significant impact in society and costs the NHS around £3.5 billion per year. Since COVID, there’s been an overall increase in alcohol consumption levels in the over 50s population and around 75% have no awareness of recommended alcohol guidelines. To respond to this growing issue, Hertfordshire, Cambridgeshire, Peterborough, Suffolk, Essex and Southend-on-Sea local authorities joined together to task us with creating a campaign to increase awareness of recommended weekly units and reduce alcohol intake in over 50s.
We created the strapline, “drinking, it all adds up” alongside a bold infographic style approach showing how easy it is for occasional drinks over the course of the week to quickly push people over their safe drinking limits. The campaign was rolled out across print and digital assets including a custom website that people could be directed to for further information.