Subscriber login Close [x]
remember me
You are not logged in.

Drinkaware launches £3m outdoor ad campaign

Published:  22 August, 2011

Drinkaware has launched the third year of its £100 million 'Why let good times go bad?' campaign with an outdoor advertising push and mobile phone app for young people to monitor their nights out.

Drinkaware has launched the third year of its £100 million 'Why let good times go bad?' campaign with an outdoor advertising push and mobile phone app for young people to monitor their nights out.

The campaign, which runs over five years and is backed by almost 60 companies from across the drinks trade, aims to challenge young adults' attitudes towards excessive alcohol consumption and the social acceptability of drunkenness.

The partnership between Drinkaware, alcohol producers and on and off trade retailers advises on smarter drinking with tips such as: eating a meal before drinking, pacing alcoholic drinks with soft drinks and looking after friends. In 2010, 77% of young adults questioned said they had adopted one of the campaign tips.

Today's launch includes a £3 million outdoor advertising campaign across London Underground and train station adverts, bus stop posters, town centre adverts and billboards, and in-kind advertising and media support from drinks firms worth at least £20 million. For the first time £2 million of value will come from digital and mobile activity.

The campaign messages will be in stores, on products and in pubs, bars and clubs. A partnership with National Union of Students (NUS) will increase the reach of the campaign to around 2.5 million students.

The "Good Times" app for mobile phones, which goes live next week, creates a timeline of a night out, and can be shared between friends. It offers advice on how to avoid a good night turning bad, by keeping track of drinks and and keeping safe on a night out - such as finding friends, help on sobering up and a 'get me home' feature providing taxi details.

Chris Sorek, Drinkaware's chief executive, said: "'Why let good times go bad?' is a great example of the private and voluntary sectors working together to promote social change. Binge drinking among 18 to 24 year olds must be tackled and this five year commitment aims to help young adults change their own behaviour and tackle the acceptability of drunkenness."Drinkaware has launched the third year of its £100 million 'Why let good times go bad?' campaign with an outdoor advertising push and mobile phone app for young people to monitor their nights out.

Keywords: