Drinkaware 'drink smarter' by AMV BBDO

In an effort to highlight the importance of responsible drinking, alcohol charity Drinkaware, in partnership with the Government, today unveils the first stage in a £100m campaign.

The Campaign for Smarter Drinking, targeted at 18-24 year olds, begins with an outdoor campaign created by Abbott Mead Vickers BBDO which presents a series of tips for combating the effects of drinking.

The campaign aims to encourage young adults to think about their drinking habits and learn to adopt a healthier and more responsible approach to alcohol.

The posters will be exhibited in UK phone boxes throughout the country.

The campaign strapline: Why let good times go bad? will appear on bottle labels, drinks cans and multi-packs. Workers in pubs, off-licences and supermarkets will also be educated in alcohol awareness as part of the campaign.