[JUDGING] Drinkaware
Section: Best Multiplatform Campaign - Paid
Organisation Name: Drinkaware
Campaign Questions
Name Of Brand Client
Drinkaware
Campaign Name
#ItsGoodToTalk
Do You Use Alt Text In Your Images And Caption Your Videos
Caption videos
What Objective For Campaign
The #ItsGoodtoTalk campaign by Drinkaware aimed to leverage public intent to reduce drinking into lasting behavioural change. Grounded in findings from the 2025 Drinkaware Barometer, and qualitative research regarding the drinking habits of men aged 40-55, #ItsGoodToTalk responds to research showing a significant gender disparity in drinking and increased use of alcohol for at-home stress management, and the central role that alcohol plays in how many middle-aged men maintain friendships.
Our goal with our #ItsGoodToTalk digital campaign was to meet men where they are, and to create conversations that are non-judgemental and real, to best provide men with the tools to help maintain their social connections while making small, meaningful changes to their drinking habits.
Our research also shows that middle-aged men are increasingly aware of the benefits of moderation — something we were keen to highlight with this campaign in tandem with challenging the cultural reliance of alcohol as a social lubricant.
Outline Your Strategy For This Campaign
Drinkaware produced 36 direct-to-camera video diaries featuring mid-life men sharing authentic, powerful stories of change, forming the creative core of the #ItsGoodToTalk campaign.
Timed to begin during Men’s Health Week in June, #ItsGoodToTalk tapped into the broader discourse around men’s health to drive maximum reach and engagement.
A multi-platform approach was used, targeting Meta and TikTok. Our paid social strategy for #ItsGoodToTalk was delivered across three phases, using Meta and TikTok to build sustained awareness among men aged 35+ across Ireland. We used multiple videos featuring different men to connect with a broader mix of the target audience, while keeping the creative varied and fresh throughout the campaign.
We then used that engagement to build a warmer audience, retargeting users who watched at least 25% of the campaign videos with Drinkaware’s Drinks Calculator and creating a clear journey from awareness to practical action.
To maximise this momentum, Drinkaware launched season 3 of the “Here’s to Change” podcast. Premiering with Irish comedian Jarlath O’Regan, subsequent episodes explored the campaign contributors’ stories in greater depth. Dedicated paid media spend was allocated behind podcast promotion to maximise reach, drive listens, and extend narrative engagement across platforms.
What Were The Outcomes For This Campaign Metrics Next Question
Leveraging robust, research-driven insights and hyper-targeted digital outreach, our #ItsGoodTalk campaign achieved more than awareness; it cemented Drinkaware's status as the trusted national provider of alcohol information.
Challenging social norms held by mid-life men, #ItsGoodToTalk encouraged audiences to prioritise the quality of connection over the quantity of consumption. By highlighting authentic, real-life stories, this campaign laid the groundwork for long-term behavioural change. Its relatable approach equipped men with practical strategies, seamlessly integrating Drinkaware’s digital tools and “Here’s to Change” podcast.
#ItsGoodToTalk yielded undeniable, cost-effective results across channels. It achieved a combined reach exceeding 840,000, while driving strong video performance. On Meta alone, #ItsGoodToTalk reached 321,651 people and generated 17,084 ThruPlays at an average cost of just €0.08. High audience retention further proved message resonance: over 75,000 people watched at least 25% of the video content, with nearly 10,000 watching to completion.
Ultimately, #ItsGoodToTalk delivered measurable ROI, brand uplift, and tangible audience engagement. It stands as a powerful Call to Action, encouraging men reflect and recognise that stepping away from alcohol isn’t missing out, but can open to something more.
What Are Your Metrics For This Campaign Real Metrics Please
#ItsGoodToTalk Paid Campaign:
Meta
Reach - 321,651
Impressions - 1,976,424
3-sec Views - 165,508
Link Clicks - 1,344
TikTok
Reach - 97,794
Impressions - 280,805
2-sec Views - 26,038
Link Clicks - 304
Combined (tiktok + meta ads)
Reach - 419,445
Impressions - 2,257,229
2-3 sec Views - 191,546
Link Clicks - 1,648
Here’s to Change Podcast:
Meta
Reach - 135,865
Impressions - 218,643
3-sec Views - 93,668
Link Clicks -12,822
TikTok
Reach - 289,218
Impressions - 655,789
2-sec Views - 69,142
Link Clicks - 864
Combined (tiktok + meta ads)
Reach - 425,083
Impressions - 874,432
2-3 sec Views - 162,810
Link Clicks - 13,686
