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92% of viewers consider Diageo responsible drinking campaign

Published:  23 July, 2008

Diageo's recent Choices' advertising campaign made 92% of viewers consider the message of responsible drinking, new figures show.

The drinks company has released data which evaluates its recent campaign and discovered that 62% of people are more likely to drink responsibly after seeing the adverts.

Diageo GB's 'Choices' campaign - which was recently commended by home secretary Jacqui Smith - focuses on the message that young people exercise a choice process on a night out with serious consequences involved.

Benet Slay, Diageo GB managing director, said: "The results of the 'Choices' campaign are extremely encouraging and show the effective role the drinks industry can play in promoting responsible drinking.

"We fully agree with the Home Secretary that partnership is the right approach and are committed to working with Government, the Drinkaware Trust, industry and others to help people make sensible choices about alcohol."

The campaign ran throughout November 2007 on TV, digital, outdoor and print advertising streams.