Drink Wise Wales is the Government initiative set up to educate and inform the people of Wales about healthy alcohol consumption, the purpose being to improve public health and wellbeing. Right from the launch it was critical that the initiative did not criticise or ‘preach’ to people about their drinking habits. This would be unlikely to influence behavioural change. It really needed to be a friendly source of clear information and good advice. The creative direction chosen was to be open, warm and professional – all important when offering impartial guidance.
The brief was to create the Drink Wise Wales brand and a series of advertising messages that supported this new initiative and one that could be extended in the run up to Christmas. Central to the campaign was the website. User experience and targeted advice were primary, so a lot of the key messages were delivered via interactive exercises and games to make the experience relevant and memorable. A digital campaign, posters, radio commercials and PR offered practical advice and drove traffic to the website. Copy was straightforward, clear and unpatronising whilst the art direction was punchy using a striking but simple illustration style that was accessible to a wide range of audiences.