UK: Drinkaware launches World Cup campaign

By | 28 May 2010

Drinkaware targets football fans

Drinkaware targets football fans

Responsible drinking charity Drinkaware will give away 10,000 footballs in the UK as a part of a campaign targeting male football fans during the FIFA World Cup.

Drinkaware's campaign, named 'Hoof It', is aimed at males aged between 30 and 44 years and will be officially launched on 2 June.

Footballs carrying health facts and tips on responsible drinking will be given away at Drinkaware freestyle football events, to take place in UK cities from 7 June and set to include appearances from well-known local footballers.

Free balls will also be available from, which will include an online game.

"Through the Hoof It campaign, we want to encourage men to think about how much alcohol they drink and to consider ways of limiting their consumption," said Drinkaware's CEO, Chris Sorek. "Playing football instead of just watching it on the TV is a great way to keep healthy and we hope our footballs will encourage fans to get active."

Drinkaware has also teamed up with the Football Supporters Federation and the Foreign and Commonwealth Office (FCO) to provide help and advice to fans travelling to South Africa.

Sectors: Beer & cider, Corporate social responsibility (CSR), Marketing – advertising & promotions, Spirits, Wine

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