Alcohol trade launches £100m responsible-drinking campaign

LONDON - Alcohol producers, retailers and drinks trade bodies have joined forces to launch a £100m responsible-drinking campaign aimed at young adults.

The Campaign for Smarter Drinking is backed by more than 45 companies including Molson Coors, Carlsberg UK, Tesco and Diageo and is in partnership with the government and Drinkaware. Other backers include JCDecaux, the Advertising Association and the British Retail Consortium.

The campaign, created by Abbott Mead Vickers BBDO, will use outdoor advertising, drink mats in pubs and bars, on-pack and point-of-sale displays in retailers to deliver its message using the strapline ‘Why let good times go bad?'.

It is designed to leverage the direct relationship drinks brands have with consumers. The campaign will aim not to talk down to young adults or tell them what to do, which has been shown not to work.

Instead, it will emphasise the benefits of enjoying drinks responsibly and offer practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely. 

By both asking questions and reminding consumers about the importance of making smart choices, this campaign aims to shift the culture around alcohol by targeting those who drink to excess without punishing the majority of responsible drinkers.

It has taken national press advertising in The Times today to publicise the initiative which will run for five years.

Health Secretary Andy Burnham and Home Secretary Alan Johnson have confirmed they will support the Campaign for Smarter Drinking in its launch year, with further support conditional on the results of an independent audit of the campaign's funding and effectiveness, as well as a review of future funding commitments from the industry for Drinkaware.

Burnham said: ‘While the vast majority of people who drink enjoy alcohol in moderation, we're facing a growing public health problem where people are regularly drinking too much or are dependent on alcohol.

‘Clearly the industry has a responsibility to play their part in tackling this problem and I hope this campaign will make a real difference to people's attitudes to drunkenness and their drinking behaviour,' he said.

Johnson added: ‘Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done and educating people about the dangers of binge drinking is a responsibility not just for the Government, but for us all. That is why I am pleased that the industry is making a commitment to do exactly that.'

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers