The campaign, part of the DCSF’s “Youth Alcohol Action Plan”, will aim to influence the attitudes and behaviour of children, young people and their parents towards alcohol.
The action plan aims to ensure teenagers have a “safe and sensible relationship” with alcohol.
The DCSF campaign will complement existing campaigns such as the Department of Health’s “Know Your Limits” advertisements, which aims to educate drinkers on how many units are in their drinks, and a number of Home Office initiatives.
Last month, a coalition of drinks makers and alcohol retailers, launched the “Campaign for Smarter Drinking”, which also aims to change young people’s attitudes to drinking.
MG OMD’s appointment follows a three-way pitch managed by The Central Office of Information (COI) which also included Starcom MediaVest and Naked.