The Sipping Point
The Sipping Point

Industries

  • Behavioral Change
  • Public Health
  • Public Sector

What we did

  • Online Surveys
  • Qualitative Research
  • Copywriting
  • Influencer Marketing
  • Website Development
  • Paid Media
  • Branding & Creative
  • Strategy
  • more

Awards

  • 2024 PRSA Anvil Awards: Award of Excellence
  • 2024 Hermes Award: Platinum
  • 2023 MPRC Golden Arrow Awards: Gold Award - Innovative Use of Social Media

The Sipping Point

Maine has one brewery per 8,710 people, the highest per capita in the country, and between 2019 and 2021, an increase in binge drinking was reported throughout the state. Reasons for this increase were increased stress, increased alcohol availability, and boredom as the COVID-19 pandemic introduced new and innovative ways for Mainers to order alcohol for home delivery and to takeaway with meals from restaurants or breweries. Women were disproportionately impacted by the shutdowns, often trying to balance working full-time, while home-schooling children, and dealing with every day domestic stressors all at the same time.

THE OUTCOME

  • Contributed to an 11% decreasein Maine's rate of excessive drinking
  • 8 millionimpressions
  • 1.2 millionvideo views
  • 29.5Kengagement events

Messaging & Awareness

Rinck created a strategic plan to address rising alcohol consumption among Maine adults aged 21-55. The goal was to raise awareness about the harmful effects of alcohol misuse. Insights for the messaging and creative were shaped by an online survey conducted with community partners and key stakeholders.

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Influencers Get Personal

The Maine CDC partnered with Rinck to launch its first public health influencer campaign. Collaborating with seven popular Maine influencers, we crafted engaging content that resonated with audiences and boosted visibility through paid ads. Featuring well-known Maine faces, the campaign drove social media engagement and directed users to the campaign website for more. This influencer-driven effort led to a potential reach of 2.8 million, including 337,900 impressions and over 272,700 video views.

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