Campaign for Smarter Drinking goes down well

The Campaign for Smarter Drinking has encouraged more than 60% of irresponsible drinkers reconsider their alcohol consumption, according to the drinks industry.

The five-year, £100m campaign was launched by the industry in association with Drinkaware and the Government last September.

It targets 18 to 34-year-olds, emphasising the benefits of responsible drinking and offering practical tips such as drinking water or eating when they drink.

An evaluation of 600 consumers found that 30% of the core target audience was aware of the campaign after the first month, and more than half said they would talk about responsible drinking with their friends.

The campaign uses outdoor advertising, signs and coasters in bars to deliver the message: “why let good times go bad?”

It represents the collaborative, educational approach to tackling binge drinking currently favoured by the government.

Bruce Ray, director of the campaign, says: “We’re delighted to see that the first phase has had such an impact in tackling irresponsible drinking.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here