Drinkaware selects Enable for digital campaign

Enable Interactive has been appointed by UK charity Drinkaware to run a nationwide integrated multi-channel digital campaign entitled 'Drink Less Be More'.

The campaign encourages people to keep to their New Year resolutions - such as improving their fitness, staying focused and feeling better - by moderating their alcohol consumption.

Created by Enable Interactive in partnership with Frank PR, the campaign includes interactive ads, a takeover of the Drinkaware homepage, e-mail campaign, social media support and integrated PR activity.

Enable Interactive has transformed Drinkaware's homepage for the 'Drink Less Be More' campaign with a new-look unit calculator that allows people to discover the impact drinking has on their health and fitness, including how their intake equates to calories and the exercise required to burn off the calories contained in drinks.

The campaign also includes specially produced inspirational content throughout January via e-mail, A Drinkaware Twitter feed and 'Drink Less Be More' Facebook group.

The content includes motivational advice written by fitness and nutrition experts such as Theo Randall and Lucy Wyndham-Read, as well as tips to help keep users' resolutions on track.

The 'Drink Less Be More' campaign is largely targeted at 18-44-year-old females, with the new-look unit calculator also appearing as an interactive ad on third-party websites such as Heatworld, Weightwatchers and MSN during January.

'Heat' magazine will feature a half-page advertorial linked to the campaign.

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