Home drinkers to be target of campaign

People who drink alcohol at home are to be the focus of a new PR campaign by the drinks industry.

The Drinkaware Trust is about to launch its biggest campaign to date to educate people about 'unhealthy drinking habits' in the home.

The public information campaign is aimed at 25- to 44-year-olds who drink at home, a group that is increasing in size as the credit crunch continues to bite.

It will focus on city-dwellers, especially those based in London and Manchester.

Retained agency Paratus Communications will be handling media for the campaign.

'At home you can lose your perspective of how much you are drinking,' said Paratus consultant Adam Vincenzini.

The Drinkaware Trust was set up in 2007 by the industry to campaign for sensible drinking and its board includes medical professionals.

The campaign is launching on 20 October and will run for two weeks in selected parts of the UK.

Paratus will target a broad range of media, including the news and health pages, TV and radio. It has already secured high profile spokespeople.

Vincenzini insisted the campaign would not be prescriptive, instead providing lifestyle tips.

This campaign comes at the end of the Department of Health (DH) 'Know Your Limits' initiative, which featured TV ads illustrating how alcohol units add up over a week.

Fishburn Hedges handled PR for the DH campaign.

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