saip initiatives
keep track, cut back
“The Keep Track, Cut Back campaign aims to support those who are concerned about their own drinking or someone they are close to.”
The COVID pandemic has meant that due to lockdowns and local restrictions many pubs, bars and restaurants have been closed. For much of the time when people have been drinking it has been at home. Most of us maintained or reduced our usual alcohol consumption. But for some, the destabilising effects of anxiety, isolation and concerns for the future have led to increased drinking.
The Keep Track, Cut Back campaign aims to support those who are concerned about their own drinking or someone they are close to. It directs people to the Drinkaware website which has a range of tools to help individuals assess how much they are drinking and guidance to help people cut down
The initial burst of the campaign ran on social media: Facebook and Instagram from 24 November 2020 for three weeks*.
To find out more about the Drinkaware tools go to www.drinkaware.co.uk/tools
Total impressions – total ads delivered to feeds
9,160,984Link Clicks
15,200Video plays
19,937The figures highlighted in blue below indicate the number of page views during the three week campaign period, in comparison with the three weeks just prior to the campaign running. The figures given are Scottish specific data.
Web traffic
Nov 24, 2020 – Dec 15, 2020
26,771Nov 2, 2020 – Nov 23, 2020
22,04621.4% uplift in traffic during the time the campaign.
Tools
Nov 24, 2020 – Dec 15, 2020
40Nov 2, 2020 – Nov 23, 2020
45Advice
Nov 24, 2020 – Dec 15, 2020
716Nov 2, 2020 – Nov 23, 2020
133