October 2008 - Paratus to support responsible drinking campaign
People who drink alcohol at home are to be the focus of a new PR campaign by the drinks industry.
The Drinkaware Trust is about to launch its biggest campaign to date to educate people about 'unhealthy drinking habits' in the home.
The public information campaign is aimed at 25- to 44-year-olds who drink at home, a group that is increasing in size as the credit crunch continues to bite.
It will focus on city-dwellers, especially those based in London and Manchester.
Retained agency Paratus Communications will be handling media for the campaign.
'At home you can lose your perspective of how much you are drinking,' said Paratus consultant Adam Vincenzini.
The Drinkaware Trust was set up in 2007 by the industry to campaign for sensible drinking and its board includes medical professionals.
The campaign is launching on 20 October and will run for two weeks in selected parts of the UK.
Paratus will target a broad range of media, including the news and health pages, TV and radio. It has already secured high profile spokespeople.
Vincenzini insisted the campaign would not be prescriptive, instead providing lifestyle tips.
PR Week - 2 October 2008
September 2008 - It's official: Paratus partner's with some of the world's biggest brands
Interbrand published its annual top 100 global brands recently and Paratus is proud to have worked with six of the brands named in the list.
They are AXA, Shell, Coca-Cola, Mercedes-Benz, Johnson and Johnson and Starbucks. Those companies have all benefited from our bespoke approach to communications which ensure that the right people, with the right experience are generating the right results for all of our clients.
The full list is available at www.interbrand.com.
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