The Central Office of Information (COI), in conjunction with the DCSF, has invited Starcom MediaVest, Manning Gottlieb OMD and Naked to pitch.
The campaign is part of the DCSF’s Youth Alcohol Action Plan that aims to change the attitudes of young people and their parent towards alcohol.
According to the COI, the campaign will aim to “to influence the all young people in England to grow up to have a safe and sensible relationship with alcohol”.
The DCSF campaign will run alongside existing Department of Health (DoH) and Home Office campaigns.
The DoH launched a campaign earlier this year warning men and women about the recommended number of units of alcohol per day.
This was followed by a Home Office campaign last month that also aims confront young people with their drunken behaviour.