Drinkaware and Asda join forces for 2018 responsible drinking campaign

Alcohol charity Drinkaware is joining forces with Asda to launch a responsible drinking campaign.

On 12 January Drinkaware ambassadors will be on hand in 100 Asda stores, handing out alcohol assessment scratchcards which use a factual, non-judgemental approach to invite consumers to reflect on their drinking habits.

Customers will also be able to talk to the ambassadors to discuss any concerns they have about their own of family members’ drinking.

The 2018 partnerships builds on a successful January 2017 pilot, which saw Drinkaware engage with more than 2,000 Asda customers.

Shoppers will also be able to take home a copy of the charity’s ‘Talking to your kids about alcohol’ leaflet, as well as alcohol unit measure cups and calorie wheels.

Drinkaware chief executive, Elaine Hindal, said: “Drinkaware is delighted to be partnering with Asda on this important campaign, which will help us to directly reach customers.

“With one in five people setting themselves a New Year’s resolution to lead a healthier lifestyle, which may include cutting back on alcohol, Drinkaware’s accessible and friendly advice will help people to make positive choices that will impact on their health and wellbeing, not just in January but throughout 2018 and beyond.”

Chris Lowe, senior director for corporate affairs at Asda, said: “We are pleased to be working with Drinkaware again this year, as part of our role as a responsible retailer, helping them to engage directly with our customers.

“Customer insight shows that more people think about their health in January, and look for ways to cut back on their alcohol consumption after the festive period, so this opportunity to receive accessible friendly advice and support comes just at the right time.” 

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