The business aims to reach more than a million young people across Europe and help them to think about whether their drinking habits are healthy and safe.
The campaign has been informed by insights on what the most effective means are to engage with young people. The first strand of the campaign is a video that shows some of the after-effects of drinking too much on a night out.
Malcolm D’Sa, marketing innovation director for Diageo Western Europe, said: “With this video, we are deliberately using humour to catch people’s attention. Responsible drinking campaigns in the past have tended either to preach or to scare. There is a place for that type of message, but we began this campaign by looking at where young adults communicate.
“They are talking online and via social media, and we know that humour is a more effective way of delivering a message across those channels.
“We know that drinking to excess is a serious issue, but our primary concern is to be effective. The message – that drinking can have harmful consequences – is still in there and it’s a strong message. We’ve just approached it in a different way.”
.
© FoodBev Media Ltd 2024