Dudley Metropolitan Borough Council was looking to transform the level of alcohol awareness among the population of Dudley, and also to support local business.

In a first for the public sector, the council partnered with PharmaLead and SwipeStation to launch a new campaign, ‘The Drink Shrink’ (www.thedrinkshrink.org).

The campaign focused on engaging residents to discover their ‘drink personality’ by assessing their alcohol consumption, and also gained insight for future health interventions. People could win rewards, such as smoothies, pedometers, gym passes and Asda vouchers, and were also entered into a prize draw for £100 of gift vouchers.

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