Charge brings Change 4 Life alcohol awareness to North East cities
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Growing agency Charge, with offices in Newcastle and Dubai, was asked by marketing and PR agency Gardiner Richardson to bring to life and present to the public Change 4 Life’s (C4L’s) current advertising commercial made by Aardman animation regarding alcohol awareness entitled ‘don’t let drink sneak up on you’
Funded by the North East Alcohol Awareness office Balance, Charge brought the C4L logo to life by supplying four freerunners in brightly coloured morph suits to perform acrobatics. An energetic team delivered visual displays whilst getting the crowds to engage with healthy routines and exercises. The tour reached 4 pinnacle North East cities, and also hosted smaller events at 12 Asda stores without the freerunners.
Alongside this Charge designed and ran a twitter pledge campaign where its team of experiential field staff encouraged the public to have their photos taken and tweet a drinks related pledge to a dedicated twitter page, ‘chooselessbooze’.
Charge also designed mini cards to direct participants via QR code to a drinks tracker app. The app was already available to responsible drinkers prior to this campaign which used live marketing and technology to increase engagement with it. Charge also embraced Near Field Communication technology, supplying NFC wristbands to allow people with compatible phones to simply tap and receive the app.
