Benevolent

Giving a helping hand to the drinks industry charity

THE CHALLENGE

Founded in 1886, the Benevolent trade charity provides help and support to current and former employees of the drinks industry and their families.

The charity asked us to revamp their existing 'Here to Help' campaign and develop a more tailored solution to appeal to 4 specific groups in the industry – Wines, Beers & Cider, Spirits and On Trade. The key objectives were to raise awareness of the Benevolent and the services they provide, whilst at the same time removing the stigma associated with asking for help.

The story

Having worked within the UK drinks business for over 18 years, we’ve gained an in-depth understanding of some of the challenges facing employees in the industry - knowledge which helped us to deliver a relevant and engaging campaign.

Our creative solution is based around a series of quirky headlines designed to target and resonate with different employees ranging from bartenders to brewers, beer and cider makers, and wine and spirits personnel. The tone of voice deal with the topic of asking for help in a caring and compassionate way, but also with a touch of levity.

The Benevolent were so delighted with how well ‘Here to Help’ was received that they asked us to bring their new #NotAlone campaign to life. Aimed at raising awareness of mental health issues in the drink industry – #NotAlone has been a huge success, recently winning the Drinks Business best trade campaign 2018.

"DW’s creative vision, professionalism and experience have helped to turn a challenging brief into a vibrant new campaign we are all very proud of. It has been a real pleasure working with the Davison Williams team."

ALESSANDRA BRUGOLA, MARKETING MANAGER

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tel: 020 7490 3737
email: cuppa@davisonwilliams.com

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