Manchester PR agency, Refresh PR, has been awarded a retained contract by Stockport-based social enterprise, Under Age Sales.
From fireworks, cigarettes and alcohol to nail polish remover, spray paint and nutmeg, there are more than 266 age restricted items sold in the UK today. Under Age Sales specialises in providing support and training to retailers, bars and restaurants which stock and sell any number of these age restricted items, to help owners and front-of-house staff achieve compliance with the law.
In a competitive pitch against two other agencies, which saw each present a specific campaign for the company, Refresh PR won out due to its creative approach which fully integrated off and online media channels to accurately reach its target audience.
With a brief to deliver a national campaign spanning broadcast and print media, Refresh PR will deliver a strategic plan utilising a hard hitting press office which will be combined with stunts to help build and develop the brand.
Tony Allen, managing director of Under Age Sales, said: “The protection of our children from harm is what lies behind the range of age restricted sales legislation in place today. We believe that children should not smoke, drink alcohol, play with fireworks or gamble. However, it’s getting more and more difficult for retailers, bars and restaurants to ensure all their staff are able to comply.
“Small independent retailers have substantial challenges in training their staff and keeping them alert to this issue. However the risks could be a lot worse if they don’t implement training. We’ll be reaching out to business owners to help protect them by preventing illegal sales to children, and by supporting retailers who may have failed test purchases.
“Refresh PR begins the campaign in the run up to Christmas, where one of the most common age restricted items, alcohol, will be sold to customers up and down the country. With significant fines for both the retailer and the shop assistant for selling alcohol to under 18s, it’s essential that retailers know we are here to help. I’m looking forward to kick starting the campaign and stepping up awareness for our brand.”
For retailers wishing to obtain information or help from the Under Age Sales team, call 0345 257 0018 or visit www.underagesales.co.uk.