30 April 2009
The UK’s first alcohol office, a government department set up solely to encourage responsible drinking, is to launch an interactive website with agency Robson Brown. The North-East Alcohol Office, renamed Balance, is aiming to inspire responsible alcohol consumption across North East England through an interactive website.
Robson Brown’s digital team are to develop a website deploying customer relationship management tactics that will encourage people to consume alcohol more safely.
Robson Brown’s remit is to target a diverse audience with the website, including the young and old, professionals and support workers as well as high-risk alcohol users. It will encourage interactivity through forums and petitions. The website will be free to users. Balance director Colin Shevills says: “It will be a hub of information. The website will be of particular use to anyone who is interested in learning more about the effects of alcohol and whether they are putting their health at risk. We will have a health, advice and support section, links to other support sites and tools to help people gauge and monitor their alcohol intake.”
According to Shevills, a dozen agencies were approached, but Robson Brown won the pitch due to “the thoughtfulness of its approach. Its previous work on the Smoke Free North East campaign, showed it understood public health behavioural change.”
The social marketing angle of the project appealed to Robson Brown digital director, Paul Asensio. “We are extremely pleased to have secured this business for such a worthwhile initiative that deals with an issue that has been increasingly in the headlines.”
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