Facts

As well as the 18 Alcohol Awareness week partners, many organisations across Scotland supported the campaign, check out the supporter's page for details. A whole range of activities took place, here's just a few examples of our key successes and what's been recorded so far...

Alcohol Awareness Week was officially launched by Shona Robison, Minister for Public Health on Monday 22nd October at the National Museum of Scotland.

The week has been seen as being a real 'first';

Recognition of the value and reach of a co-ordinated approach involving all stakeholders (Government, industry, health professional and the voluntary sector) working in partnership to deliver a common message.

250,000 Alcohol Awareness Week branded Drinkaware unit calculators distributed across Scotland through supermarkets, pubs, off-licenses, corner shops, pharmacies, police, and included in every Big Issue;

The week received excellent media coverage, 147 press articles spread across the week. worth a staggering £500,000 in PR value. This represents a return on investment (ROI) of 1:35 and is significantly higher than that seen in comparison to other campaigns

Opportunities to see/hear about the week was estimated at 15.9 million ensuring individuals were exposed to the message on multiple occasions;

400,000 beer mats, along with posters, flyers and tent cards, distributed to thousands of pubs and clubs throughout Scotland, reaching over 1.5 million customers and around 7,500 staff;

Retailers including Asda, Morrison's, Sainsbury's, Tesco, Threshers, The Co-op, SPAR, Marks and Spencer, Somerfield, Majestic, and Waitrose distributed materials and held in-store events to promote the sensible drinking message as widely as possible across Scotland;

The alcoholawarnessweek.com website received 4,803 unique hits, with the average time spent on site being 2.26 minutes. 94% of all visits came directly to the website by keying the URL rather than from search or referral sites.

56% of those surveyed spontaneously recalled coming into contact with Alcohol Awareness Week at some point, whether that be through TV, radio or press coverage, billboard posters or other promotional materials (a very positive result for such a short campaign).

Distribution of promotional materials and organisation of educational events by Scottish Association of Alcohol and Drug Action Teams throughout Scotland, reaching tens of thousands of Scots.

Advertising on buses in Ayshire, Arran, Forth Valley, the Borders and throughout the Lothians.

Interactive stalls at Braehead Glasgow, Overgate Dundee and The Thistles Stirling shopping centres.

Every Army Mess in the country promoting responsible drinking throughout the week.

Distribution of campaign materials to 10,000 employees in the Scotch Whisky industry and displayed at industry sites and visitor centres across the county.