COI is understood to have contacted four agencies this week with the brief, which asks for creative submissions based on changing attitudes towards irresponsible drinking in young people.
In June, the Government appointed United London to the £3.5 million above-the-line business following a three-way pitch against Mother and Rainey Kelly Campbell Roalfe/Y&R.
A TV and cinema campaign is expected to launch in November, with online - based on the TV idea - set to run at the same time. Naked Communications is working with United on the brief.
The campaign will target 16- to 24-year-old drinkers. It is due to launch a year after the Government's decision to liberalise UK licensing laws led to criticism that it was encouraging binge-drinking.
It also follows a Department of Health report that revealed drink-related hospital admissions are at an all-time high.