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Campaign for Smarter Drinking hits home with target youth audience

Published:  19 March, 2010

Over 60% of irresponsible drinkers say they will adapt their drinking behaviour following the impact of the Campaign for Smarter Drinking initiative introduced last September.

The campaign was aimed at 18 - 34 year olds and offered practical tips on how to cut down on drinking levels such as drinking water between drinks or eating food as they drink.

It was hailed at the time as the first joint off and on-trade responsible drinking campaign and incluced major retailers, brewers, pub groups and drinks producers and manufacturers.

The campaign claims to have had just under £24 million worth of media value through a combination of outdoor advertising, drink mats in pubs and bars, on-drink and point of sale displays in retailers, all under the strapline "why let good times go bad?"

Research company, Millward Brown, claimed that after four weeks, 30% of the core target audience was aware of the campaign. It said more than half of the target audience said they would talk to their friends about responsible drinking.

Bruce Ray, director of the Campaign for Smarter Drinking, said: "We're delighted to see that the first phase has had such an impact in tackling irresponsible drinking. But this is just the start of an unprecedented campaign involving some of the biggest names in the alcohol industry. We are clear that in order to change culture we need to do more which is why this is a five year £100 million project. We're looking forward to building on these results in 2010."

The Campaign for Smarter Drinking was launched last year in partnership with Drinkaware and the Government. Developed by over 45 companies, it represents a £100 million investment over five years aimed at encouraging more responsible drinking among young adults and shifting attitudes towards drunkenness.