THE BRIEF: To increase awareness of the health risks associated with excessive drinking and of the number of units in a standard alcoholic drink.
THE BIG IDEA: excessive drinking, like gambling can be linked to compulsive behaviour, so we thought that a scratchcard would provide a suitable mechanic for an alcohol screening tool that people can use to assess their own drinking habits. The idea also helps reinforce the ‘risk’ or ‘chance’ factor associated with excessive drinking.
THE MEDIA: Scratchcard, posters and an online scratchcard game (www.hampshire.nhs.uk/rethinkyourdrink)
THE RESULTS: 120.000 scratchcards and 4,000 promotional posters were distributed to GP surgeries, pharmacies, hospitals, libraries, community centres, gyms and job centres across the county.
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