DSCF appoints 23red for alcohol brief
The Department for Children, Schools and Families (DCSF) has appointed 23red to work on an anti-binge drinking initiative that aims to change young people’s attitude towards drunkenness.
The agency will develop marketing materials for local health authorities and other stakeholders responsible for delivering the DCSF’s Youth Alcohol Action Plan throughout England.
The work will form part of a broader strategy set out in the plan to cut young people’s alcohol misuse through a combination of education and information, enforcement and action with the industry.
23red’s appointment follows the hiring of Wieden & Kennedy last month to work on a national campaign.
The two agencies will work with Manning Gottlieb OMD following the media agency’s appointment to develop a campaign strategy in August.
The DCSF campaign will run alongside the Department of Health’s “Know Your Limits” activity, which aims to educate drinkers on how many alcohol units are in drinks, as well as several other Home Office initiatives.
