Enable drives social media strategy for Drinkaware

An Enable Interactive product story

Edited by the Marketingweek Marketplace editorial team Jul 6, 2010

Drinkaware has worked with Enable Interactive and Frank PR to launch a cafe exclusively for 16- and 17-year-olds to tackle alcohol misuse in Newquay as part of the 'Got Your Back' campaign.

Part of the Fistral Blu cafe overlooking Fistral Beach will be transformed into the 'Got Your Back' cafe, an alcohol-free haven where friends can meet, hang out and eat discounted food while having access to alcohol facts and information.

For six days the cafe will provide young people with a safe and fun environment to chill out with friends and enjoy free facilities, which will include a photo booth, table football, DJ decks, television and Wii games, internet access and a phone charging station.

Enable Interactive will offer 16- and 17-year-olds the chance to share their photos from the 'Got Your Back' cafe photo booth online with their friends via Drinkaware's Facebook group.

Visitors to the group page can also enter a competition to win Topman and Topshop shopping vouchers, view drinking-related content, or simple share experiences of Newquay.

Drinkaware's 'Got Your Back' campaign aims to encourage friends to look out for each other, think about the risks of excessive drinking and provide advice to keep teens safe.

The 'Got Your Back' Cafe at Fistral Blu will be open to those with Exodus wristbands on 5, 9, 12, 16, 19 and 23 July.