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Brief
As World Cup football fever sweeps the nation, alcohol awareness charity Drinkaware announced a range of tactics to help fans stay safe and drink responsibly throughout the summer, whether they’re travelling to South Africa or watching the action from the UK.
Aimed at males, aged 30-44, the Hoof It! campaign was designed by Enable Interactive and Frank PR to encourage men to think about how much they’re drinking during the World Cup tournament.
Strategy
To help those at home get active and ‘match fit’, Drinkaware will be giving away 10,000 free footballs through their ‘Hoof It’ campaign. Drinkaware has also teamed up with the Football Supporters Federation and the Foreign and Commonwealth Office (FCO) to provide help and advice to fans travelling to South Africa.
Chris Sorek, Chief Executive of Drinkaware, says: “The World Cup is a great occasion for national celebration and excitement, but it’s really important that football fans also think about the effect summer drinking can have on their health and wellbeing. Through the Hoof It! campaign, we want to encourage men to think about how much alcohol they drink and to consider ways of limiting their consumption. Playing football instead of just watching it on the TV is a great way to keep healthy and we hope our footballs will encourage fans to get active."
“Fans lucky enough to travel to South Africa will be in new surroundings and may encounter different drinking habits and cultures. Working with our partners, we will give them all the help and advice they need to stay safe, making sure all the drama stays on the football pitch this summer.”
Execution
AT HOME - Aimed at males, aged 30-44, the Hoof It! campaign was launched nationally on 2nd June by ex-England footballer, Gareth Southgate. Encouraging men to think about how much they’re drinking during the tournament, 10,000 Hoof It! balls, carrying health facts and tips, will be given away at special Drinkaware freestyle football events throughout the UK and at www.drinkaware.co.uk/hoofit.
The Drinkaware freestyle events featuring personal appearances by local football legends will take place in cities across the country from 7th June. The charity has teamed up with the UK’s largest national five-a-side football provider, Powerleague to host events and distribute balls.
The ‘Hoof It!’ website at www.drinkaware.co.uk/hoofit will include a football game, tips and features on how to stay healthy plus news and video content from the football freestyle events. Fans who receive a ball can also enter a unique code to see if it wins them further prizes. The balls will also be made famous through seeding to high profile events and media throughout the tournament, including the Soccer Aid training camp.
IN SOUTH AFRICA - Designed for fans travelling to South Africa, Drinkaware has also provided guidance for fans on drinking South African-style, suggestions for South African stomach liners and more general tips on getting around and staying safe.
In partnership with the Football Supporters Federation and the Foreign and Commonwealth Office (FCO), the safe drinking overseas messages will be distributed to fans through via:
- A Free Lions publication funded by the Home Office, the FCO and the Football Association
- Free Lions fanzine
- The Football Supporter magazine
- Free Lions e-newsletter
- A Z-card at airports
- FCO website
Results
Drinkaware’s World Cup campaign, Hoof It!, is attracting footballs fans to the alcohol charity’s website in droves. Tens of thousands of football fans visited the alcohol charity site before the world cup.
The first seven days of the five week campaign pulled in record daily visitors to the charity’s website on three occasions, with more than 17,000 visits on the first day.* This is up from the previous record of 11,000 visitors on one single day in December 2009.
The UK’s most recognised alcohol awareness charity is encouraging football fans to get off the couch, stay active and think about how much they’re drinking during the tournament. People can log on to www.drinkaware.co.uk/hoofit to find information and advice about alcohol and its effects – including ‘man boobs’, testicular atrophy and beer bellies.
The Drinkaware website also boasts exclusive interviews with football legends including Gareth Southgate, exciting tricks from our team of freestylers and a football game where fans can test their hand-eye coordination to try and win a Hoof It! football. Each ball has a unique code with the chance to win match tickets to Wembley, an Xbox 360 Elite console and the FIFA World Cup 2010 game. To date, the Hoof It! game has been played over 90,000 times and, more importantly, the mixture of educational content, video, games and competitions has increased consumer dwell time by 71%, with a 68% increase in average pages viewed per visit.
Analysis of www.drinkaware.co.uk/hoofit also shows:
- The average number of unique visitors to Drinkaware website in the first full week of the Hoof It! Campaign (June 1st – June 7) rose to 80,000 visits, a 73% increase on the previous week.
- There have been a total of 13,597 score submissions*** on the Hoof It! game from the 1st to the 6th of June.
- There have been a total of 3,766 unique players of the Hoof It! game from the 1st to the 6th of June.
- The Hoof it! game has driven more than 876 hours or 36.5 days of game play since the campaign launch.
Chris Sorek, Chief Executive of Drinkaware, says: “Alcohol and sports have traditionally gone hand-in-hand. The huge increase of traffic to our website and the amount of time fans are spending on our site is a positive sign that they are interested in learning more about the effects of alcohol."
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