Open up
Drinkaware is challenging the idea that men don’t – or shouldn’t – talk about their feelings or their drinking. To support the launch of a new landing page focused on this message, they required a content-led campaign to raise awareness.
Having worked on Drinkaware’s rebrand, design system, and previous campaigns, Red Stone was brought in to create a compelling, story-driven platform aimed at middle-aged men who drink at home – using real people and real stories.
Engagement
- Engaged and managed input from stakeholders throughout project
Creative
- Strong and identifiable creative approach
- Hero messaging to support campaign and broader brand
- Integrated behaviour change insights and rationale
- Campaign implementation across social assets
Delivery
- Paid and organic social assets across YouTube, LinkedIn and Facebook
- Banners and email assets
A powerful partnership
In partnership with Andy’s Man Club and football legend Chris Kamara, the campaign shows the strength in speaking up. It proves that opening up about how you feel can be the first step toward drinking less and feeling more like yourself again.
Andy’s Man Club are a men’s suicide prevention charity, offering free to attend peer-to-peer support groups across the United Kingdom every Monday night, as well as online. For more information you can visit their great website.
Heroing stories
The campaign centres on the idea of opening up and being honest about drinking. It highlights how alcohol can affect our wellbeing and mental health, while emphasising the benefits of connection.
Using the ‘feel, think, do’ framework, the content is designed to feel personally relevant, spark interest, and encourage a genuine connection through real stories. It encourages the audience to think, ‘This feels like my story’, and want to learn more and recognise how their wellbeing could improve.
Sharing the Story
The primary call to action drives users to the landing page for support and information, encouraging them to engage with content, take the Drinking Check, explore advice, and sign up for emails.
Photography features relatable individuals from the target demographic, helping the campaign speak directly to its audience.
The campaign launched in spring 2025 with a burst across Meta and Google Performance Max display ads, supported by organic content on Drinkaware’s social channels. It runs in parallel with the ongoing Drinking Check campaign, part of our continued partnership with Drinkaware.
