Here to help

Author: Will Williams

Following a successful 3-way credentials pitch, we were delighted to be chosen to develop a new creative campaign for The Benevolent – a charity that provides help and support to current and former employees of the drinks industry and their families.

The primary objectives of the campaign were to raise awareness of The Benevolent’s work whilst at the same time, removing the stigma associated with asking for help.

Having worked within the UK drinks business for over 18 years, managing a broad range of off-trade, on-trade, and retail campaigns, we have a great understanding of some of the challenges facing employees in the industry and this knowledge helped us to deliver a highly successful campaign that has been well received throughout the industry.

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

Alessandra Brugola, the Benevolent’s Marketing Manager said: “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.”