The Week: Advertising news - Diageo targets freshers

Diageo is launching a campaign that encourages students to moderate their drinking habits, to help tackle freshers' binge-drinking.

Entitled "one too many", the campaign, created by Creative Orchestra, uses content created by students. A number of freshers will be given cameras to capture images from a night out, which will then be blurred and accompanied by text that reads: "Some of your memories are blurry. To ensure a better quality night, make sure you drink responsibly."