Biggest ever campaign to encourage responsible drinking announced

16th July 2009, 10:02am

Britain's drinks industry today announces a £100 million social marketing campaign aimed at encouraging more responsible drinking among young adults and shifting attitudes towards drunkenness.

This initiative represents the largest ever media spend on responsible drinking messages. Developed by over 45 companies as the Campaign for Smarter Drinking, it is launched in partnership with independent charity Drinkaware and the Government and is intended to run for five years.

The campaign will use outdoor advertising, signs, drink mats in pubs and bars, on-pack and point of sale displays in retailers to deliver its message under the strapline "why let good times go bad?"

It is designed to maximise the potential offered by the direct relationship drinks brands have with consumers. The campaign will not talk down to young adults or tell them what to do, which has been shown not to work. Instead it will emphasise the benefits of responsible enjoyment and offer practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely.

By both asking questions and reminding consumers about the importance of making smart choices, this campaign aims to shift the culture around alcohol by targeting those who drink to excess without punishing the majority of responsible drinkers.

Jonathan Neame, chief executive, Shepherd-Neame and signatory of Campaign for Smarter Drinking, said: "For years people have asked what needs to be done to encourage a responsible drinking culture in Britain and reduce alcohol misuse among young adults. This initiative is part of the answer and the drinks industry is in a unique position to help deliver such a shift in our culture. In the end, we can only achieve change if people take responsibility for their own behaviour and this campaign will help them make informed choices."

Secretary of State for Health, Andy Burnham said: "While the vast majority of people who drink enjoy alcohol in moderation, 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 their 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."

Drinkaware chairman Derek Lewis added: "Making sure young adults have the right information about the effect of alcohol misuse on their health and wellbeing is an essential part of tackling the problem. From September, Drinkaware will deliver the campaign to consumers, ensuring they have the facts they need to make informed choices about drinking. Changing behaviour starts with education – and society as a whole stands to gain."

The campaign will launch the first set of advertisements nationwide later this year in bars, pubs, supermarkets and high street retailers.

The campaign is supported by a group of partners in the drinks industry including major producers, retailers, supermarkets and trade associations.

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