UK drinks charity launches ‘Here to help’

Following interviews with members of the UK trade, drinks industry charity The Benevolent has launched a new campaign to raise awareness of its support services.

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The Here to Help leaflet from The Benevolent

Called ‘Here to help’, the new campaign sees the charity promote a “complete tool kit”, which is available off- and online, embracing four key types of Benevolent support.

Grouped under the headings money, family, home and wellbeing, the information is designed to be distributed to employees by drinks companies, particularly as leaflets in communal areas.

Speaking to the drinks business last month about the new campaign, David Cox, chief executive of The Benevolent since April 2013, said it was vital the drinks charity raised awareness of its activities.

“We need to have made enough noise so you know exactly how to contact us… We want people to realise their own trade has this safety net,” he said.

Encouraging Cox to launch this campaign was research conducted in 2013.

During the latter part of last year, Cox instigated a series of interviews with members of the trade at different levels of seniority to find out more about The Benevolent’s image in the UK drinks industry.

“We found out that awareness of The Benevolent as a charity was relatively high among senior management, but there were misconceptions, for example that it was here just to help publicans or retired ill and infirm people, or those who were suffering from alcohol misuse,” he reported.

Continuing, Cox admitted that among “general staff the awareness was very low or non-existent”.

Consequently, the Here to Help campaign has been engineered to reverse this situation, and alter misconceptions.

“We want to reinforce the message that The Benevolent is there to help people who are working in this industry,” said Cox.

“It can be practical as well as financial help, and can embrace common everyday problems, from stress to family issues, which we know exist, but those people who are suffering from them don’t think we’re the charity they can turn to,” he added.

And, to further illustrate the type of support The Benevolent can provide, the drinks charity has provided db with two real life stories, which can be viewed on the following pages.

Meanwhile, to find out more about the Here to Help toolkit, please click here.

David Cox

David Cox has been chief executive of The Benevolent since April 2013

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