The Scottish Government launches a new campaign Monday, aimed at changing people’s behavior towards alcohol. This article sites that one third of Scottish women exceed their recommended alcohol intake, and the campaign is aimed at these women.
The government is on the edge of technology, campaigning through your mobile device. The mobile ‘drinking time machine’ app demonstrates to users the effects regular alcohol has on the aging process. The app will be free for a month. The campaign encourages women to “Drop a Glass Size,” this year.
I think that this is a great way to target women, by looking at it from a beauty standpoint, to a degree. The article discusses many of the physical characteristics that are diminished by regular alcohol consumption.