Dudley Primary Care Trust

Drinking alcohol is part and parcel of many men’s lives. However, some men find it leads to a wide range of problems at home, at work or elsewhere.


Commissioned by HIT, we were asked create a campaign aimed at reducing alcohol related hospital admissions in Dudley. The intended primary target audience being males aged 41-55 from the Beacon and Castle area.

We adopted a humorous approach to engage the target audience, and communicate the, mostly un-welcome, message that their drinking could have negative implications for themselves and their families.

The intentionally provocative copy and visuals in this campaign encourage men to contemplate their drinking habits and decide if it is time to change. The resource includes an interactive element which enables people to assess their drinking and provides practical tips on how to cut down.

Project management by Andrew Bennet