Biggest ever campaign to encourage responsible drinking announced
Britain’s drinks industry today announces a £100 million social marketing campaign aimed at encouraging more responsible drinking among young adults and shifting attitudes towards drunkenness.
This initiative represents the largest ever media spend on responsible drinking messages. Developed by over 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 5 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 is 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.
By both asking questions and reminding consumers about the importance of making smart choices, this campaign aims to shift the culture around alcohol by targeting those who drink to excess without punishing the majority of responsible drinkers.
Jonathan Neame, Chief Executive, Shepherd-Neame and 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.”
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 are 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.
“Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done and educating people about the dangers of binge drinking is a responsibility not just for the Government, but for us all. That is why I am pleased that the industry is making a commitment to do exactly that.
“This campaign will complement the wide range of actions we are already undertaking to address binge drinking, including giving police more tools and powers to tackle disruptive drinkers and consulting on new rules to ensure that businesses that sell alcohol are doing it responsibly.”
Drinkaware Chairman Derek Lewis says:
“We welcome industry’s increased participation in tackling irresponsible drinking. 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 wellbeing is an essential part of tackling the problem. From September, Drinkaware will deliver the campaign to consumers, ensuring they have the facts they need to make informed choices about drinking. Changing behaviour starts with education – and society as a whole stands to gain.”
The campaign will launch the first set of advertisements nationwide later this year in bars, pubs, supermarkets and high street retailers.
The campaign is supported by a group of partners in the drinks industry including major producers, retailers, supermarkets and trade associations.
Source : drinkaware.co.uk Thursday 16th July 2009
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