The 'biggest ever campaign aimed at 18-24 year old binge drinkers' was launched last week by the Drinkaware Trust. A briefing for the campaign said posters and materials would be featured in pubs, bars, phoneboxes, supermarkets and off licenses across the UK. The campaign’s ‘Why let good times go bad?’ logo will also feature on 13 million products, including bottles, cans and multipacks, whilst server staff will be educated in alcohol awareness.
The briefing announced the campaign aims 'to challenge the perceptions and attitudes towards drinking and the social acceptability of drunkenness' by speaking to young people on a 'peer to peer level, encouraging people to think for themselves by giving them ‘tips’ about how to keep the good times good.'
Earlier this year we highlighted scepticism over the efficacy and motivations behind the campaign as Don Shenker, Chief executive of Alcohol Concern stated: "This new initiative appears to be yet another example of the drinks industry trying desperately to avoid mandatory legislation to pass on health information to consumers." Alcohol Concern have since released the report 'Message on bottle' which found that much of the alcohol on sale in supermarkets is poorly labelled with only 18% of products carrying information about sensible drinking levels and 56% carrying unit information.
The Department of Health have been funding alcohol and unit awareness campaigns and social marketing over recent years through the 'Know Your Limits' campaings, and has a stakeholders website contianing guidance and resources. Resources are also available for 'Alcohol Awareness Week' which will run from 19-15th of October.
Comments