Kent County Council
Kent County Council reaches 7.6 million+ with digital advertising campaign back Digital ad campaign to test safe alcohol levels exceeded expectations achieving a 17.35% conversion rate.
Kent County Council reaches 7.6 million+ with digital advertising campaign back Digital ad campaign to test safe alcohol levels exceeded expectations achieving a 17.35% conversion rate.
Kent County Council aimed to reduce the number of people regularly drinking harmful levels of alcohol with a ‘Know Your Score’ campaign which provides an individual score to indicate safe or harmful consumption levels for the individual.
The overall aims of the campaign were to increase Kent residents’ awareness and understanding of their alcohol levels and the possible health consequences via an online self-assessment IBA tool which ended with an advisory video.
For the campaign creative, we effectively hijacked the highly engaging look and feel of digital advertising used by alcohol brands to encourage drinking, but instead to challenge our target audience over their regular drinking habits.
We created a series of Cinemagraph format images, display banners and static images, in different themed sets, to help compare engagement levels and provide useful data for future campaigns.
Campaign messages focused on common issues, which may be experienced due to regular drinking.
Wayne Gough, Business Planning and Strategy Manager (Public Health)
Kent County Council
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