Enable Interactive and Drinkware Made Festive Fun Safer for Teens

Enable Interactive and Drinkaware
make festive fun safer for teens

Responsible drinking charity to provide 16 and
17 year olds with free mobile phone credit

Brook’s ‘Have fun. Be careful’ campaign has been given a boost this Christmas by
Drinkaware with help from incumbent agencies Enable Interactive and Frank PR and
mobile specialist Velti. Together they have created ‘Party Season Survival’ packs -
which will include tips for staying safe this party season, free condoms and mobile
phone credit: a first for the charity sector.

Enable and Frank PR, who started working with Drinkaware in April 2009, came up
with the survival pack concept after holding focus groups with 16 and 17 year olds
who felt that mobile phone credit, as well as free condoms, were a fair exchange for
receiving the campaign’s responsible partying message.

Enable joined forces with Velti, a leading mobile marketing provider, to supply young
people with a unique voucher code to get a free top up credit across the major
mobile networks. In addition to an initial £1 free top-up, users will be sent another
bonus £1 credit on the 30th December, designed to help them get home safely on
New Years Eve, along with a message reminding them that drinking can ruin the
night and to carry a condom.

“We are committed to understanding Drinkaware’s target audiences. When looking at
how to engage with 16 and 17 year olds, we simply asked them. They suggested
using text messages to communicate with them and told us that mobile phone credit
is an essential commodity, so delivering our campaign messages in this way works
well for everyone,” said Matt Connolly, Strategy Director and Co Founder of Enable
Interactive.

The Christmas ‘Have fun. Be careful’ campaign is Drinkaware’s first initiative in
conjunction with Brook, which aims to keep young people safe over the festive
season. The survival packs will be available at certain Brook sexual health clinics
and further education centres across the UK from the 3rd of December until
Christmas.

“Providing advice over Christmas and the New Year is especially important, as this is
when teenage conceptions are at their highest. But young people need to know that
drinking to excess can make them vulnerable all year round. We hope the
Drinkaware and Brook packs will help 16 and 17 year olds remember that drinking
alcohol can mean doing something you might regret,” said Chris Sorek, Chief
Executive of Drinkaware.

“By engaging directly with 16 to 17 year olds, we are able to develop a level of trust
by offering value through free mobile credit and condoms. This campaign provides
practical advice and solutions that will encourage teenagers to be more responsible
over the festive period, but on their terms,” Matt Connolly concluded.

Ends

About Enable Interactive

Enable Interactive has consistently developed and delivered bright, digital ideas for
an impressive set of global clients since the company was set up by Matt Connolly
and Darius Pocha in 2003.

The expert team at Enable has produced great work for brands like Drinkaware,
WWF, British Red Cross, War Child as well as Lipsy, Microsoft, Channel 4 and
Speedo.

Enable has received many accolades including being ranked as the UK's No. 1 digital
agency by the readers of Revolution Magazine in 2008 and their Alternate Reality
Game (ARG), entitled Traces of Hope produced for the British Red Cross recently won
a One World Media award: http://oneworldmedia.org.uk/awards/shortlist-winners/
www.enableinteractive.co.uk

About Drinkaware

(www.drinkaware.co.uk) provides consumers with information to make informed
decisions about the effects of alcohol on their lives and lifestyles. Our public
education programmes, grants, expert information, and resources help create
awareness and effect positive change. An independent charity established in 2007,
Drinkaware works with the medical profession, the alcohol industry, government and
independent members to achieve its goals.
 

Alongside the Chief Medical Officer’s guidance, Drinkaware advises that ideally all
under-18s should enjoy an alcohol free childhood. However, if a child is 15 -17 years
old and does decide to drink, they should do so no more than once a week and no
more than the daily recommended unit guidelines for men and women.

Drinkaware advise men to stay within the recommended guidelines of 3-4 units of
alcohol per day (equivalent of a pint and a half of lager) and women to stay within 2-
3 units per day (equivalent of a 175ml glass of wine).

About Velti

Velti is the world’s leading mobile marketing and advertising company. With
operations in 35 countries, Velti can reach an estimated two billion consumers. Velti
was founded in 2000 and it has been at the heart of the global mobile industry ever
since, providing some of the world’s biggest companies with the technology platform
and support to deliver innovative mobile campaigns to their customers. Whatever the
goal of a mobile campaign: to raise brand awareness; acquire new customers;
inspire loyalty or directly drive revenues – Velti helps brands, advertisers, media
agencies, publishers, and operators to meet their business objectives. For more
information, visit www.velti.com.

Contact

Velti
Nick Miles
PR Manager, Velti
T: +44 (0) 207 633 5034
E: nmiles@velti.com