Cinema campaign to target binge-drinkers

The Portman Group and the Drinkaware Trust are targeting men with a hard-hitting cinema campaign highlighting the dangers of binge drinking.

The campaign will launch in time for this summer’s football World Cup, when the new licensing laws, which allow extended opening hours, will be put to the test. The new laws were introduced last November. The advertising also follows last year’s female-targeted campaign, which focused on the dangers of binge drinking.

The advertising, which has been created by HSI London, will also mark the first joint effort from alcohol industry self-regulatory body The Portman Group and Drinkaware Trust, spun off from the Portman Group to function as an independent body responsible for advertising earlier this year (MW January 12).

The Drinkaware Trust, which was launched in January, came under fire from health groups almost immediately over concerns that it would be underfunded and that drinks companies would have too much influence over it. Plans for the trust suggested a total budget of &£3m, rising to &£5m in its third year but health groups pointed out that the industry spends up to &£800m advertising its products. The trust is in the process of setting up a steering committee, which aims to spearhead the Government’s alcohol-misuse policy.