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£100 million anti-binge drink campaign goes live

Published:  01 September, 2009

UK responsible drinking charity the Drinkaware Trust has started rolling out an unprecedented £100 million campaign aimed at tackling binge drinking among the young.

Pubs, bars, phoneboxes, supermarkets and off-licences across the UK will carry campaign posters, drink mats, stickers and shelf strips encouraging young people to change their drinking habits.

The 'Why Let Good Times Go Bad' campaign logo will appear on 13 million products and is the biggest initiative of its type to tackle irresponsible drinking.
The initiative is government-backed and funded by the 45 drinks companies that make up Project 10.

Chris Sorek, chief executive of Drinkaware, said: "When people are drinking and having fun it can be easy to get carried away and not recognise the point when a good night can take a turn for the worse. Changing the drinking culture in Britain won't happen overnight, but with the right support, information and advice, young adults can change their own drinking patterns.

"Some young adults think they know all there is to know about alcohol, but simple tips like eating before going out drinking, pacing yourself with water or soft drinks, looking after your mates and planning your journey home, can help them stay safe and prevent their good times going bad."

Alan Johnson, Secretary of State for the Home Office, said: "Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done. We must educate our young people that binge drinking is socially unacceptable and can have grave consequences. This is not just the responsibility of the Government, but for us all, and that is why I am pleased the drinks industry is making this commitment."