Jameson Whiskey is continuing its partnership with Drinkaware to launch the second year of its ’Know Your Score’ campaign.
The campaign uses football culture to encourage fans to check their drinking habits and have more open, honest conversations about alcohol.
As an official English Football League (EFL) partner, Jameson Whiskey is leveraging its long-term sports partnership to promote Drinkaware’s Drinking Check to football audiences at scale.
The latest campaign features former manager Alan Curbishley and will be activated across Drinkaware, Jameson Whiskey and EFL clubs’ digital channels.
The initiative builds on the success of last year’s similarly creative campaign featuring Jay Bothroyd, which saw Drinkaware’s Drinking Check completed more than 9,000 times in the first day alone. The check is a free three-minute online assessment that provides a personalised drinking score and advice on moderating alcohol consumption.
Nick Terry, director of commercial development at Drinkaware, said: “The vast majority of people in the UK drink alcohol in moderation, however, our data still tells us more than eight million people in the UK regularly drink above the Chief Medical Officers’ low-risk guidelines.
Curbishley, said: “Football and drinking go hand in hand for many people, and when people are drinking and enjoying themselves, they don’t always recognise the potential harm.”
Liam Murphy, marketing director for supplier Pernod Ricard UK, concluded: “At Jameson, we love bringing people together and live for the craic. This means being responsible, for yourself and those around you, and knowing your limits.”
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