The campaign, which launched this week, is entitled ‘Don’t Let Too Much Drink Spoil a Good Night Out’. It targets 16 to 24-year-olds, encouraging them to drink sensibly over Christmas, and is being managed by the body’s retained agency Barkers.
The push targets youth and student newspapers throughout Scotland and has also seen the distribution of a festive guide, ‘How to enjoy a not-too-merry Christmas’, which is being promoted across university and college campuses. The campaign is also sponsoring Scottish youth radio station Beat 106’s entertainment guide and features on a series of radio and billboard ads.
Barkers has also created washroom stickers that it will send to clubs and bars, 120,000 student door hangers to send to campuses and beer mats, which will be sent to 500 bars across Scotland.