DrinkingLimits4Health

About the Program

Category: Health (Best in Category)

Year: 2015

The DrinkingLimits4Health marketing campaign was a three-month campaign designed to raise awareness and conversation about personal alcohol consumption habits. The goal was to reduce alcohol consumption among a target audience of adults aged 35-44 who engage in risky drinking but are not alcohol-dependent. This population was identified as having the highest rates of alcohol consumption among the adult population in Boulder County and often don’t realize the health problems associated with drinking excessively. The campaign premise was to take an evidence-based tool proven to reduce alcohol consumption when used in the healthcare setting and expand it to reach the greater community. This is especially important given that many people don’t regularly visit a healthcare provider, and many providers do not use the screening tool. The approach to the campaign was designed to provide clear and specific information about lower-risk drinking limits to motivate individual behavior change and, ultimately, begin to impact social norms related to alcohol use in Boulder County. The campaign message successfully reached the community, garnering more than 26.5 million impressions and 9,796 clicks online and successfully sparked conversation. Ten percent of those who saw the campaign reported they decreased alcohol consumption as a result of seeing the campaign and 24 percent indicated they had spoken to others about drinking limits - significant accomplishments for a short campaign and small budget.