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.
What does it involve?
The campaign will use the strapline 'Why let good times go bad?' to deliver its message through outdoor advertising, signage, beer mats in pubs, on-pack and in point-of-sale displays in retailers. It will emphasise the benefits of responsible enjoyment and offer practical tips.
Why is the campaign being launched?
Health Secretary Andy Burnham said: '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 its 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.'
PR support and media coverage
Portland PR is handling PR and public affairs activity around the launch. Drinkaware will take over when the campaign goes live in September. The launch was discussed on BBC Breakfast, and the BBC News website ran with the headline 'Industry drive to curb drinking'. National newspapers picked up the story and it was also featured on The Chris Moyles Show on Radio 1.
33k - alcohol-related deaths in the UK each year
17m - working days lost each year due to alcohol abuse