Billboards with the key message "No matter the occasion – drink responsibly" were shown in cities across Poland in August and generated approx. 840,000 reach in Warsaw and 420,000 reach outside the capital city.
Outdoor activities are part of the broad campaign “Alcohol. Always responsibly” run by the Polish Spirit Producers association (PPS) from June 2016. The campaign was developed on the basis of social research which showed that drinking alcohol in Poland is strictly connected with occasions and that Poles do not always know how much pure alcohol they drink. The lack of knowledge about alcohol content and equivalence was one of the key findings. Therefore, the key visual refers to most popular occasions (meeting with friends, house parties, football matches) and alcohol measurements (10g of ethanol).
Key stakeholders have joined the campaign to support the message: the National Chamber of Commerce, the Polish association of Trade and Distribution, the Polish Chamber of Trade, the Warsaw Medical University, the National Association for Water Rescue, the Municipal Institute as well as the national daily, Polska Times and the internet news portal www.wp.pl.
