Mission, vision, values
Drinkaware is evolving. Building on its trusted role as a leading source of alcohol information to become a modern Social Change Agency, equipped for today’s connected world.
Our vision
An Ireland where alcohol is not misused.
Our mission
To prevent and reduce the misuse of alcohol in Ireland.
Our values
Achieving this mission requires ambition, trust, credibility, collaboration and value for money. These are our values. They act as our guiding principles and our ethical pillars, and they have underpinned Drinkaware’s work since the charity’s inception in 2016.
Trust
82% of the general public are aware of Drinkaware as a provider of trusted information on alcohol (Behaviour & Attitudes, 2025). We take that trust very seriously as the basis of our social contract to deliver on our vision.
Credibility
Our campaigns and programmes are shaped by evidence and grounded by rigorous evaluation. We deal in facts, not conjecture or myths. Our programmes are delivered by experienced professionals in the fields of research, health promotion and communication. And our credibility is fortified by our independence – our unequivocal governance that separates our executive from our funding.
Collaboration
No societal issue can be solved in isolation. Positive change can only happen through collective efforts. And so at Drinkaware, collaboration is not a destination but a journey. We seek to partner, share and confer on everything we do because only then can we contribute to the change we seek.
Value for money
To be effective as a charity, Drinkaware must be efficient and must be sustainable. We apply rigorous financial management to demonstrate value for money in terms of cost-benefit and impact.