Targeting independent retailers and their staff within the Wigan area, this campaign is focused on various social marketing aims including responsible drinking. The specific behavioural objective of requesting ID in relation to the sale of age restricted products was the primary focus of the campaign. This was addressed through the creation of an easy to implement retailer pack the need for which was derived from insight work that identified the none formalized and free format approach to staff training in many of the establishments.
Integrated campaign elements: Direct marketing, point of sale.
