NHS Drink Awareness Over 50s

This campaign was created for the NHS to promote responsible drinking among people aged over 50, an audience often overlooked in alcohol awareness messaging, yet statistically at higher risk of long-term, habitual over-consumption.

Designed as a suite of out-of-home posters placed in environments such as GP surgeries and medical waiting rooms, the work deliberately avoided shock tactics or overt moralising. Instead, it used expedient exaggeration, familiar domestic scenes pushed just far enough to feel uncomfortable, to prompt quiet self-reflection.

Visuals included scenarios such as bottle banks accumulating in driveways or beer towels hanging on washing lines, reframing everyday cues in a way that gently questioned whether drinking habits might be creeping beyond what feels normal or healthy.

The role of the campaign was not to accuse or instruct, but to plant a seed, encouraging viewers to pause, recognise patterns in their own behaviour, and consider whether change might be needed. This tone was essential for an older audience, where defensiveness or denial can be triggered by overtly directive messaging.

I was responsible for the creative concept and art direction, working to ensure the work felt observational, relatable and respectful, while still delivering a clear public-health message aligned with NHS guidance.