85% of UK adults drink alcohol, but many don’t understand their consumption – 21% of men and 9% of women drink over double the recommended amount. The challenge was to communicate the Government’s 10-year alcohol strategy ‘Safe, Sensible, Social’ online.
The website communicates the key messages via an interactive bar scene ‘adventure game’, with a very strong and sensible message throughout. There is also an Alcohol Unit Calculator widget that was posted on partner websites and downloaded to use on social networks, blogs and iGoogle.
Results are impressive with an average of 7,000 unique visitors per day, with a dwell time of just over 3 minutes. LIDA (M&C Saatchi) project.