PHE launch new alcohol campaign in partnership with Drinkaware
PHE have announced a new alcohol campaign. They are partnering with the educational charity Drinkaware to encourage middle-aged regular drinkers to take more drink free days to help reduce their risk of developing serious health problems.
The campaign, Drink Free Days, branded as part of PHE’s OneYou, will use radio ads and social media to engage drinkers with messages that will resonate with many such as:
‘Have you ever told a little white lie when your doctor asks how much you drink? It’s easy to kid ourselves about our drinking.’
This new partnership with Drinkaware is the first step in reframing PHE’s relationship with the alcohol industry, and with those who work with them, around harm reduction.
Some people have disagreed with PHE working with Drinkaware as they are partly funded by the alcohol industry. PHE promises to be ‘fiercely vigilant’ on this.
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