Jameson Whiskey and Drinkaware have launched the second year of their ‘Know Your Score’ campaign, a football-led responsible drinking initiative created by Drinkaware and produced by The Junxion.
Building on an established partnership, the campaign again uses football culture and the reach of the English Football League (EFL) to encourage fans to reflect on their alcohol consumption. As an official EFL partner, Jameson is deploying the campaign across club and partner digital channels, with activity now live.
Fronted by former EFL manager Alan Curbishley, the campaign adopts a familiar football format to deliver its message. What begins as a traditional pre-match team talk evolves into a broader prompt for viewers to consider how their drinking habits may affect both themselves and those around them.
The initiative follows last year’s campaign featuring Jay Bothroyd, which drove significant engagement with Drinkaware’s online ‘Drinking Check’ tool, recording more than 9,000 completions on its first day.
Nick Terry, director of commercial development at Drinkaware, said: “The vast majority of people in the UK drink alcohol in moderation, however our data still tells us more than eight million people regularly drink above the Chief Medical Officers’ low-risk guidelines. Our partnership with Jameson Whiskey shows the real impact that collaboration can have. Together through the ‘Know Your Score’ campaign we’ve already reached thousands of football fans with engaging content and practical tools like the Drinking Check. By bringing together Jameson’s creativity and platform, with Drinkaware’s trusted advice and tools, we’re able to connect with audiences in powerful new ways to make a meaningful difference.”
Alan Curbishley (pictured) added: “Football and drinking go hand in hand for many people, and when people are drinking and enjoying themselves, they don’t always recognise the potential harm. But we all need to be aware of our limits. That’s why I’m proud to be part of the ‘Know your Score’ campaign, to help people better understand their own drinking and get support for themselves or their loved ones if they need it.”
Liam Murphy, marketing director for Pernod Ricard UK, said: “At Jameson, we love bringing people together and live for the craic. This means being responsible, for yourself and those around you, and knowing your limits. Our collaboration with Drinkaware last year saw a significant number of people taking ‘The Drinking Check’ and that’s what it’s all about, driving behaviour change and spreading awareness. Combine this with our EFL partnership and we’re able to reach football fans across the country in a way that’s relevant to them.”
Central to the campaign is Drinkaware’s ‘Drinking Check’, a free online assessment based on the World Health Organisation’s Alcohol Use Disorders Identification Test (AUDIT), designed to provide users with a personalised score and guidance on alcohol consumption.
With the football season entering its final stages, the partners aim to use heightened fan engagement to prompt greater awareness of drinking habits during matchday occasions.
The campaign’s production was led by The Junxion, continuing its involvement following last year’s execution, as the collaboration seeks to maintain momentum and extend reach among football audiences.
