The digital campaign will go live from today across 72 EFL club websites and social media, as part of Jameson’s official long-term partnership with the organisation, as well as Jameson, Drinkaware, and Jay Bothroyd’s social media channels
- Jameson, official partner of the English Football League (EFL), has teamed up with leading alcohol harm charity Drinkaware and former England international and football legend Jay Bothroyd to encourage football fans to keep score and check their drinking habits
- Bothroyd urges football fans to visit Drinkaware’s website and take a quick, free, online Drinking Check
- The partnership and campaign support Jameson’s commitment to promoting responsible drinking within football communities across the UK
- Campaign video: HERE | Interview video: HERE
As the January transfer window begins, Jameson has teamed up with Drinkaware, the leading alcohol harm charity, and former England international and football legend Jay Bothroyd, to continue its commitment to promoting responsible drinking within British football culture.
Jameson’s new signing, Bothroyd, encourages fans to visit Drinkaware’s website and use its free Drinking Check tool to kick off the new year by checking whether their drinking habits are putting their health at risk.
The Drinking Check is a quick, three-minute online quiz that provides a personalised drinking score. It helps users understand the potential impact of their drinking habits on their health and offers tailored advice and support for those who may need help moderating their consumption.
Josh McCarthy, Brand Director for Pernod Ricard UK, comments:
“After almost 18-months, our partnership with the EFL has become an integral part of Jameson’s DNA here in the UK and our collaboration with Drinkaware this January is the second campaign we have launched during this time to promote responsible drinking within British football culture. At Jameson, we love a get together and live for the craic, and be responsible, which means being in control and knowing how much you’re drinking. Drinkaware’s Drinking Check tool is so easy to use and we are proud to have football legend Jay Bothroyd on board to help us drive maximum awareness and change behaviour.”
Karen Tyrell, CEO of alcohol charity Drinkaware, added:
“We are delighted to be partnering with Jameson and former England international and football legend, Jay Bothroyd, to encourage football fans to take a moment and check their drinking habits. As clubs and supporters return from the festive break, it’s a perfect time to consider your alcohol consumption and ensure its not putting your health at serious risk. More than eight million people in the UK regularly drink above the Chief Medical Officer’s recommended guidelines, and its crucial we work together to reduce that number. Tools like the Drinking Check provide a simple way for individuals to assess their drinking and provides personalised advice and support to help moderate your alcohol consumption.”
The Drinking Check is based on the internationally recognised World Health Organisation (WHO) Alcohol Use Disorders Identification Test (AUDIT), which is used by medical professionals across the world to check the risk of alcohol-related problems, including alcohol dependence.
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