“Men On A Mission”, for Diageo
‘Men On A Mission’ is a campaign platform on behalf of DrinkIQ that aims to encourage men aged over 50 – the most at-risk group for harmful drinking – to drink less.
Content
For Diageo we have just launched the ‘Men On A Mission’ campaign under their not-for-profit DrinkIQ banner.
This campaign is aimed at encouraging men aged over 50 – the most at-risk group for harmful drinking – to drink less. Tackling a health and social issue – but also strategically addressing Diageo’s most material reputational risk as a company.
We have brokered a partnership with the amazing charity Men’s Sheds Association, which brings older men together to find new purpose in life. We created a movingly honest film with retired boxer Tony Bellew, talking about loss of purpose after retirement, which garnered nationwide news coverage.
And this is just the start. The real impact will come as DrinkIQ starts to train the people who run the Sheds to spot the signs of harmful drinking and be empowered to intervene. Watch this space.
