The new campaign will be launched on 26 April 2010 and is targeted at 18-30-year-olds. TV and outdoor ads will direct them to the campaign’s website.
“We want to provide young people with tools for questioning the dominant Finnish drinking habits and cultural glorification of drunkenness,” said Tero Kallio, MD of the Federation of the Brewing and Soft Drinks Industry. “Our campaign encourages people to enjoy alcohol responsibly. We also seek to inspire people to intervene in obnoxious behaviour and think about their own behaviour and attitudes.”
Source: Federation of the Brewing and Soft Drinks Industry
© FoodBev Media Ltd 2024