Free ‘Home and dry’ POS offered to all on-trade operators
Alcohol education charity Drinkaware is launching a new campaign against drink-driving, called Home and dry. The campaign will support pubs, clubs and bars to encourage customers in their venues to stay alcohol-free when driving.
Drinkaware is providing Home and dry point-of-sale (POS) materials free of charge to any UK pub operators who wish to use them. The materials include T-shirts for staff members, posters, beer mats and bar runners, which all feature an eye-catching road sign design. Operators can also download a suite of digital assets to communicate the Home and dry campaign across social media channels.
Home and dry has been developed after feedback from on-trade operators and independent pubs and bars and is supported by The British Beer & Pub Association and the Department for Transport’s THINK! initiative. The campaign is designed to support venues to provide a safe and enjoyable environment for all customers by encouraging drivers to go alcohol-free and get home safe. Home and dry POS and digital assets can be downloaded or ordered free of charge from the .
Mark Chandler, Director of Marketing & Partnerships Activation at Drinkaware said: “We’re delighted to be launching Home and dry, a campaign that has wide support from operators as an effective way of helping them to raise awareness of the risks of drinking and driving.
“The campaign’s message is a positive one about encouraging people to choose alcohol-free drinks options if they are driving.
“Encouraging customers to go alcohol-free is easy in today’s on-trade, where the choice of alcohol alternatives has never been better. Drivers can enjoy a wide range of alcohol-free beers, ciders, wines or spirits, and get home safe at the end of the night.”
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Department of Transport drink drive statistics
The for 2018 show that between 220 and 270 people were killed in accidents in Great Britain where at least one driver was over the drink drive limit, with a central estimate of 240 deaths. Final estimates for 2018 will be published in August this year.
Caption to attached images:
1. Drinkaware team members wear the Home and dry T-shirts
2. Home and dry POS
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About Drinkaware: Drinkaware is an independent UK-wide, alcohol education charity with the objective of positively changing public behaviour and the national drinking culture. It aims to reduce alcohol misuse and minimise harm by helping people make better choices about their drinking. It achieves this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and by working collaboratively with partners, including the medical community, public health, third sector organisations, local authorities, police and the drinks industry.
Drinkaware has funders from across the drinks industry, including UK alcohol producers, retailers in the on-trade and off-trade and wholesalers.
Issued on behalf of:Drinkaware