Arclett x Norfolk County Council
Think Differently About Alcohol
This campaign has been developed by Norfolk County Council & Arclett to encourage men aged 35-65 to think differently about alcohol. Through lived experience and relatable storytelling, it aims to help men recognise the role alcohol plays in their lives, feel more confident making different choices and explore what they could gain from changing their relationship with drinking.
“X."
// Derek Ward, Director of Public Health, Croydon Council
Why this campaign?
For many men, alcohol can become an established part of everyday life, whether that's unwinding after work, socialising with friends or marking the end of a busy week. These routines can become so familiar that people don't always stop to consider the impact alcohol might be having on their health, wellbeing, relationships and changing priorities.
Developed by Norfolk County Council's Public Health team and Arclett, this campaign aims to encourage men aged 35–65 to think differently about alcohol. Through lived experience, relatable storytelling and supportive messaging, it aims to normalise conversations about drinking, reduce stigma around choosing not to drink and help people consider what they could gain from changing their relationship with alcohol.
Partnership
Norfolk County Council's Public Health team and Arclett have worked together to develop a campaign that combines local public health priorities with lived experience and changing attitudes towards alcohol.
Arclett's community also plays an important role in shaping the campaign. Built around lived experience and the growing interest in sober curiosity, alcohol-free lifestyles and wellbeing, it provides ongoing insight into the conversations, barriers and motivations that influence people's relationship with alcohol.
This helps ensure campaign content remains relevant, relatable and grounded in real experiences, particularly the everyday routines and social expectations that can influence men's drinking habits.
A new approach to alcohol prevention
Alcohol prevention has traditionally focused on raising awareness of harm. This campaign takes a different approach, encouraging men to reflect earlier, without needing to identify as having a problem. Built around 3 principles, it encourages people to recognise the everyday habits and social expectations that shape their relationship with alcohol, feel permission to make different choices without judgement, and explore the possibilities of what they could gain, from better sleep and more energy to more time with family and new experiences. Through lived experience and relatable storytelling, the campaign aims to make alcohol prevention more accessible and normalise different choices around drinking.
Free Support
Arclett delivers alcohol prevention that encourages earlier reflection and informed choices. While our role is to help start conversations before harm escalates, we are not a treatment or support service. If you're thinking about drinking less, taking a break or stopping altogether, Norfolk County Council provides information, advice and guidance to help you take the next step through Ready to Change.
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Help to drink less
Learn how to determine if you're drinking too much alcohol, the benefits of giving up alcohol, practical tips to reduce alcohol consumption, and how to set a drink less goal.
You can also find information on drink less services (such as DrinkCoach), how many units of alcohol you should be drinking, and help with alcohol dependency.
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For National support click here
“X.”
// Cabinet Member
About Arclett
Arclett is a prevention organisation that develops public health campaigns around alcohol. Through lived experience, social media and community engagement, Arclett helps normalise earlier conversations about alcohol before harm escalates.
Media & Press
For media enquiries about the campaign, partnership opportunities or interviews, please contact: scott.woolley@arclett.com