db Awards winners revealed22nd May, 2013 by Patrick Schmitt
Best Responsible Drinking Campaign
Winner: Love your liver – Halewood/Wm Morrison
Of the raft of impressive and well-targeted responsible drinking campaigns it was Halewood and Morrison’s Love Your Liver that garnered the most votes.
“It’s a simple message, and I love it,” said one judge.
Tied in to Halewood’s Eisberg alcohol-free wine, the Love Your Liver campaign unites The British Liver Trust, Halewood International and Morrison’s, and comprises a roadshow with a branded mobile clinic and free instant liver tests.
“Liver disease is the most dangerous aspect of alcoholism and it’s a silent killer – you don’t know the damage until it’s too late,” commented a judge.
“I like it because it presses those buttons that make you think ‘oops,’” said another.
It was also lauded for encouraging responsible drinking without the negative PR. As one judged summed up, “It doesn’t demonise drinks.”
Special commendation: Cellar Trends
It was felt that Cellar Trends should be commended for its efforts to promote the Drinkaware message: “Why let good times go bad?”. Although the company is using existing materials, the judges praised the company for taking the message into bars and clubs in the UK and making it highly visible among young people.