Dudley Metropolitan Borough Council was looking to transform the level of alcohol awareness among the population of Dudley, and also to support local business.

In a first for the public sector, the council partnered with PharmaLead and SwipeStation to launch a new campaign, ‘The Drink Shrink’ (www.thedrinkshrink.org).

The campaign focused on engaging residents to discover their ‘drink personality’ by assessing their alcohol consumption, and also gained insight for future health interventions. People could win rewards, such as smoothies, pedometers, gym passes and Asda vouchers, and were also entered into a prize draw for a £100 shopping voucher.


Survey Responses in six weeks

An initial six-week campaign was rolled out across three leisure centres in the city, using Facebook and Google advertising, as well as a big team of outreach workers on the street, to encourage the people of Dudley to confide in ‘The Drink Shrink’.

A short survey completed on the individual’s mobile gathered insights about their drinking habits, which were used to generate their ‘drink personality’, based on persona’s such as ‘Sam the Supporter’, ‘Michelle the Moderator’, ‘Casual Claire’ and ‘Gary the Guard’. Instant rewards could be redeemed via SwipeStation units based in the leisure centres. Following the campaign, Dudley Council will use their outreach team to contact individuals as they deem appropriate and pro-actively offer help and support, providing a fantastic two-way platform like never before.

In this health campaign, SwipeStation’s cutting-edge technology delivers instant rewards and an interactive way of engaging consumers on a critical topic, as well as providing the opportunity to support local business via this ‘Surprise and Delight’ campaign. The physical SwipeStation units in venues around the city are great ways of both driving footfall and providing a very tangible customer experience. The combination of marketing, innovation, communication and technology is a winning formula, which delivered over 1,200 survey responses in six weeks.


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