Biggest ever Campaign to encourage responsible Drinking Announced

The initial launch advertisement for the campaign

Britain’s drinks industry has announced 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-drink 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 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.'

In a letter welcoming the campaign Rt Hon Andy Burnham MP, Secretary of State for Health said:

'Government welcomes the initiative taken by the alcoholic drinks industry to combat excessive drinking by young adults through the launch of a new campaign in conjunction with the Drinkaware Trust. Government welcomes the desire evidenced by the industry to work in constructive partnership with Government to encourage responsible drinking and combat underage, binge and long-term harmful drinking. I am looking forward to seeing how this campaign progresses over the next few months.'

Drinkaware Chairman Derek Lewis said:

'We welcome industry's increased participation in tackling irresponsible drinking. The impact of alcohol misuse is a blight on individuals, communities and society with the financial, social and health impacts affecting us all. Making sure young adults have the right information about the effect of alcohol misuse on their health and well being 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, the National Association of Cider Makers and other trade associations.

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