Developed by more than 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’s 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.
Jonathan Neame, chief executive at Kent brewer Shepherd-Neame and a 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.”
Ministers Andy Burnham and Alan Johnson have confirmed they will support the Campaign for Smarter Drinking in its launch year, with further support conditional on the results of an independent audit of the campaign’s funding and effectiveness, as well as a review of future funding commitments from the industry for Drinkaware.
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.”
Home secretary, Alan Johnson, said: “We’re determined to tackle alcohol-related crime and disorder, which costs the UK billions every year in police and hospital resources, not to mention the effect it has on the lives of millions of decent people.”
“We welcome industry’s increased participation in tackling irresponsible drinking,” said Drinkaware chairman, Derek Lewis. “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.”
Source: Wine and Spirit Trade Association
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