The Government is gearing up for its biggest single advertising push with a £10m campaign aimed at tackling problem drinking. It is the first time that spending on an anti-alcohol campaign has matched that for anti-smoking or drugs.
The Department of Health is understood to be seeking advertising and media agencies to handle the campaign through the COI.
Public Health minister Caroline Flint is expected to lead the new initiative. In the past, the Government has worked with industry body Portman Group and charity Drinkaware Trust on marketing initiatives. Drinks companies such as Diageo have also been running their own “sensible drinking” ad campaigns and marketing initiatives.
The news follows the release of the Government’s national alcohol strategy earlier this month. The report, “Safe, Sensible, Social – Next Steps for the National Alcohol Strategy”, is a joint initiative between the Home Office and the Department of Health.
It will target 18to 24-year-old binge drinkers, particularly those responsible for alcohol-related crime; underage drinkers; and adult drinkers in danger of damaging their physical or mental health. The country’s first alcohol harm reduction strategy was launched in 2004.
The revised strategy also sets out the creation of public information campaigns to promote a new sensible drinking culture.
The existing “Know Your Limits” advertising uses shocking images of people involved in alcohol-induced accidents as a result of drinking. It has the strapline “Alcohol makes you feel invincible when you are most vulnerable”.