On the agenda: Industry drive to cut alcohol abuse

By Gemma O'Reilly, prweek.com, 21 July 2009, 4:07pm

In a nutshell Britain's drinks industry has launched a £100m social marketing campaign aimed at encouraging responsible drinking among young adults and changing attitudes towards drunkenness. The initiative represents the largest media spend to date on responsible drinking messages. The five-year Campaign for Smarter Drinking, developed by more than 45 companies, including Diageo, Tesco and Asda, was launched last week in partnership with the Government and independent charity Drinkaware.

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(Brand Republic, Campaign, Marketing, Media Week, PRWeek)

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