On Friday 12 January, Drinkaware ambassadors were on hand in 100 Asda stores nationwide to hand out thousands of specially-created alcohol assessment scratchcards which use a factual, non-judgmental approach to invite consumers to reflect on their drinking habits.
Customers were also be able to talk to the ambassadors to discuss any concerns they have about their own or family members’ drinking. The aim is to help people make informed decisions by creating awareness around the harms of alcohol and the health benefits of cutting down.
The partnership builds on a successful pilot scheme last January. This year will see a particular focus on women, based on Food Standards Agency research showing that 68% of women say they are responsible for most or all of the household shopping.
Along with the chance to talk with Drinkaware’s trained advisors, shoppers were able to take home a copy of the charity’s ‘Talking to your kids about alcohol’ leaflet, as well as alcohol unit measure cups and calorie wheels.
Drinkaware chief executive Elaine Hindal said: “Drinkaware is delighted to be partnering with Asda on this important campaign which will help us to directly reach customers.
“With one in five people setting themselves a New Year’s resolution to lead a healthier lifestyle, which may include cutting back on alcohol, Drinkaware’s accessible and friendly advice will help people to make positive choices that will impact on their health and well-being, not just in January but throughout 2018 and beyond.”
Chris Lowe, senior director for corporate affairs at Asda, said: “We are pleased to be working with Drinkaware again this year, as part of our role as a responsible retailer, helping them engage directly with our customers.
“Customer insight shows that more people think about their health in January, and look for ways to cut back on their alcohol consumption after the festive period, so this opportunity to receive accessible, friendly advice and support comes at just the right time.”