Drinkaware extends 'out of home' media push for 2012 'Good Times' campaign

By Adam Pescod

- Last updated on GMT

Related tags: Drinking culture, Debut albums

Campaign push: Drinkaware extends 'out of home' advertising
Campaign push: Drinkaware extends 'out of home' advertising
Drinkaware, the alcohol awareness charity, is extending the ‘out of home’ media push for its “Why let good times go bad?” campaign to reach people who are on a night out.

The campaign, which is now in its fourth year of five, aims to change the attitudes and behaviours of young adults around alcohol and responsible drinking.

It gives people practical advice on good drinking habits to make sure that their night out passes by safely and responsibly.

The campaign has been successful on digital platforms including social media and its accompanying app for Smartphones, which is due for an update imminently, and Drinkaware is aiming to take the ‘out of home’ push one step further this year.

Posters will appear in locations where people may typically visit in preparation for, or during, a night out, including on bus stops, as well as on screens in venues such as Walkabout and Revolution.

Three ‘out of home’ advertising bursts will take place throughout the year. The first is currently in motion, with two others planned for September, to tie in with Freshers’ Week, and another at Xmas.

The bursts will be supported by digital and mobile activity, and support from the trade at the point of sale and through its various channels.

“It has been really refreshing for us to see how far people are taking it,” said campaign manager Emma Healey. “We are now working much more strategically on our ‘out of home’ media. We are aiming to reach people at parts of their journey on a night out.”

Related topics: Marketing

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