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Driet: The Drinking Diet

by Reynolds-MacKenzie for Lundbeck/Accretio

Summary of work

‘Wine o’ clock’, book clubs, lunches - a group of ladies sharing a bottle of wine is a common scene in today’s Britain.

This may hide a dangerous trend: approximately 1 in 6 women aged 45-64 are now at risk of developing an alcohol-related health problem, and they are the fastest growing segment of hazardous drinkers in the UK.

Mainstream media tends to use words such as ‘alcoholic’ which don’t resonate with this group, meaning many are unaware of the problem or unwilling to seek help. Accretio, in partnership with Lundbeck, challenged us to create a campaign which would educate these women, encouraging them to take practical steps to reduce their drinking.

We aimed to create an innovative approach, reframing the topic of alcohol dependency and offering an attractive solution. Capitalising on positive weight-loss messaging, and the popularity of portmanteaus (such as ‘Brexit’) we created ‘Driet: The drinking diet’.

The campaign encompassed paid, owned and earned media, with targeted media relations at its heart. This was underpinned by a comprehensive digital and social media strategy, and a suite of branded materials including a website. Resulting coverage and engagement was extensive, driving traffic towards the website and challenging perceptions around this issue.

Judges' comments

This entry delivered impressive results. It was well written and demonstrated a fresh approach. It was clearly insight driven and hit identified metrics, with good integration of technical elements and use of multi-channels.


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Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

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