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Diageo backs Choice is Yours' campaign

Published:  23 July, 2008

Diageo has responded to criticism of its alcohol awareness The Choice is Yours' campaign.

The drinks multinational funded the 3 million campaign but has come under fire following a study by Bath University, which claims the advert will not be effective.

Professor Christine Griffin, who led the research across ten focussed structure groups of 18 to 25-year-olds, believes the adverts depicting extreme drunkenness may play on young peoples' notions of entertaining drinking stories'.

However, Diageo has responded saying the campaign was based on extensive research across a target group of 3,500 18 to 35-year-olds while Bath University spoke to 94 people.

A company spokesperson said: "Our research - both qualitative and quantitative - showed that young adults were much more likely to consider drinking responsibly if they believed that by drinking excessively they would be in danger of losing their social credibility and standing - precisely the message our campaigns convey.

"We're proud of our adverts. They are strategically sound, evidence based and not designed to simply grab headlines."