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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% decrease in Maine's rate of excessive drinking
8 million impressions
1.2 million video views
29.5K engagement 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.
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.
