The Cost of Booze Culture

“Does your drinking add up?” That’s the question SMARTS’ PR consultant Claire Scott posed during the first ever Alcohol Awareness Week in Scotland. The campaign is the result of a groundbreaking partnership between the Scottish Government and the alcohol industry. Effective stakeholder engagement was crucial throughout this challenging brief. It ensures buy-in from a diverse range of partners, from health professionals to alcohol producers, retailers and the licensed trade. Yet the message is relevant to the person on the street.

In the run up to the week, we produced materials that partners could use for internal and external communications. This ensured the right message was spread to the right people across the board. The week was widely supported across the public and private sector and looks set to act as a model for future partnership initiatives.

Promotional materials were distributed across Scotland, from supermarkets, pubs and clubs to public sector workplaces, army barracks, doctor’s surgeries and hospitals. Media work included getting the Scottish National Rugby Team on side to lend their support and coordinating and managing a Ministerial launch to kick-start the week. The result? A successful campaign that delivered a compelling and cohesive message that all partners could subscribe to.

About the author

Claire Scott started her PR career in London before moving to Edinburgh to join IAS SMARTS. She has worked in the industry for seven years, across a diverse range of public sector, not for profit, business to business and consumer clients.

This entry was posted on Wednesday, November 7th, 2007 at 2:06 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.