Wieden & Kennedy was in a final pitch shoot-out against VCCP, with Rainey Kelly Campbell Roalfe/Y&R and Miles Calcraft Briginshaw Duffy eliminated earlier in the pitch process, which was handled by the COI.
The campaign, due to launch early next year, aims to influence the attitudes and behaviour of children, young people and their parents and carers toward alcohol.
The work is part of a broader strategy that intends to cut young people's alcohol misuse through a mix of education and information.
In July the DCSF called a pitch for a communications planning agency. Manning Gottlieb OMD eventually won the business following a pitch against Starcom Mediavest and Naked.
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