Drinks industry launches safer drinking campaign
September 2, 2009
Drinkaware has just launched its Campaign for Smarter Drinking in the U.K. The campaign claims to be the biggest of its kind and is costing £100 million.
The campaign has been funded by the drinks industry in partnership with the U.K. government and is aimed at encouraging 18 to 24 year olds to drink sensibly. The campaign will be supported by posters in phone boxes and information on beer mats and stickers. Alcohol awareness will be taught to staff in pubs, off licenses and supermarkets.
The campaign’s slogan “Why Let The Good Times Go Bad?” will be featured on 13 million bottles and beer cans across the country.
Alan Johnson the U.K.’s Health Secretary said that he was pleased that the drinks industry had come up with the campaign and said that it was everybody’s responsibility to show how unacceptable binge drinking is.
The project was undertaken after drinks industry chiefs were invited to Downing Street to talk with Gordon Brown about the problems of excessive drinking by young people. It was also the result of a survey that said 32% of young adults reckoned that they did not need any advice on how to drink sensibly.
Chief executive of Drinkaware, Chris Sorek admitted that the drinking culture in the U.K. would not be changed immediately but said that the campaign’s aim was to educate so that more people will recognize the point at which drinking can cause a good night out to turn sour.
Related Posts
Comments
Advertisement
