The benevolent charity
Trade Awareness Campaign
Raising awareness of The Benevolent Charity’s new confidential helpline, a crucial service made available to anyone in the drinks industry who needs practical, legal or emotional help to safeguard their wellbeing and mental health.
The drinks industry – that’s a broad audience. Getting people to ask for help – that’s not easy.
Humour without flippancy. Quirky but with meaning. That’s the approach we took for the campaign’s tone of voice and headline messaging. With slight nuances to resonate with different on-trade specialisms.
Executed across posters, leaflets and pull-up banners, the trade could bespoke order the mix they needed to support their staff. Banners for the Charity’s own website, as well as partner sites, completed the suite of materials available.
It was a complete departure from anything the charity had done before. It was picked up by the drinks trade and Industry press. It re-ignited the Charity’s #heretohelp communications campaign. It was the pre-cursor to our work on their #NotAlone campaign, which won the charity the Drinks Business Best Trade Campaign in 2018.
Davison Williams’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.
Marketing Manager, The Benevolent