The activity will link to the DCSF’s Youth Alcohol Action Plan, which aims to ensure teenagers have a “safe and sensible relationship” with alcohol.
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, and several Home Office initiatives.
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 industry.
Wieden & Kennedy won the business after a final shoot-out against Vallance Caruthers Coleman Priest (VCCP) in a pitch handled by the Central Office of Information.
The agency will work with Manning Gottlieb OMD following the media agency’s appointment to develop a campaign strategy in August.