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£100m anti-binge-drinking campaign backed by 45 companies
A 45-strong coalition of companies including Diageo, Marks & Spencer and Stella Artois today kicked off the first stage of a record £100m marketing campaign to discourage binge drinking.
The campaign, which will run for five years, uses the strapline "Why let the good times go bad?" and aims to get young people to pace their drinking.
There are four adverts in the campaign.
It is being launched under the auspices of the Drinkaware Trust, the charity funded by the drinks industry, as the embattled industries attempt to head off the threat of more stringent advertising and marketing laws.
The campaign, developed by ad agency AMV BBDO, will run nationally in pubs, bars, supermarkets, as posters across phone boxes and in off-licences.
Its logo and strapline will feature on more than 13m packs, bottles and cans of alcohol sold across the UK.
The Drinkaware Trust claims that one in every two UK phone boxes that carries ads will carry one of the posters.
"Changing the drinking culture in Britain will not happen overnight but with the right support, information and advice young adults can change their own drinking patterns," said Chris Sorek, Drinkawares chief executive.
The campaign targets 18- to 24-year-olds and is designed to dovetail with the governments "Know Your Limits" TV campaign.
Mark Sweney 1st September 2009 guardian.co.uk