DoH and industry join forces to launch £100 million responsible drinking campaign

LONDON - More than 45 companies, including major breweries, Tesco, Asda and ISBA, have come together to launch a £100 million five-year campaign to encourage responsible drinking.

Responsible drinking... new campaign
Responsible drinking... new campaign

The "campaign for smarter drinking", which is also backed by the Department of Health, is designed to use the relationships drinks brands have with younger drinkers to highlight a message of drinking responsibly.

The initiative is being backed by an ad campaign, created by Abbott Mead Vickers BBDO, that will include outdoor advertising, signs, drink mats in pubs and bars, on-pack, point-of-sale displays in retailers and carries the strapline: "Why let good times go bad?"

The Secretary of State for Health, Andy Burnham, said: "While the vast majority of people who drink enjoy alcohol in moderation, we're facing a growing public health problem where people are regularly drinking too much or are dependent on alcohol. Clearly the industry has a responsibility to play their part in tackling this problem and I hope this campaign will make a real difference to people's attitudes to drunkenness and their drinking behaviour."

Alan Johnson, the Home Secretary, added: "We are determined to tackle alcohol-related crime and disorder which costs the UK billions every year in police and hospital resources not to mention the effect it has on the lives of millions of decent people.

"Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done and educating people about the dangers of binge drinking is a responsibility not just for the Government, but for us all. That is why I am pleased that the industry is making a commitment to do exactly that."