Drinkaware is the UK’s leading charity dedicated to reducing alcohol-related harm by helping people make better choices about their drinking, Research shows that close to 10 million people regularly exceed the Government’s guidelines and of specific concern are male drinkers aged between 45 and 60. To address this, Drinkaware wanted to launch the Equip campaign, a three-year programme – but they needed our help.
As part of the Equip campaign, Drinkaware tasked us with designing an Alcohol Identification & Brief Advice Kit (IBA Kit) that could be used in community pharmacy and community healthcare settings. The solution must be Stand-alone and be “self-explanatory” so when it arrives in a pharmacy, the staff know exactly what is expected of them.
Our solution arrived in, and neatly fit into a self-contained box. The outside of the box was designed to immediately engage and encourage staff to open it. Once the recipient had opened the box they would follow a step-by-step guide outlining how to use and administer the customer-facing materials. A graphic style was used that was not too “word” heavy and we used contrasting colourways and a ‘staff use only’ identifiers – making for easy use. We also created an animated training video to really bring the communication piece to life.
Based on interviews with staff delivering the Drinkaware IBA the evaluation study found that there are benefits from delivering IBA across a range of different community settings, facilitating a more inclusive engagement. Delivery staff felt their respective settings were appropriate for the delivery of the intervention and they had proactively engaged members of the public with varying levels of risky drinking and readiness for behaviour change.
“The project itself was quite complicated and complex and therefore was a learning process for all involved, there were a few bumps and frustrations along the way but once raised Guerilla did their best to deal with them as quickly as possible. Ultimately we are very happy with the end result of the kit that has been developed.”
