The Week: Creative agencies line up for alcohol awareness brief

The Department for Children, Schools and Families has called a pitch to find a creative agency to develop a campaign promoting its Youth Alcohol Action Plan.

Wieden & Kennedy, Rainey Kelly Campbell Roalfe/Y&R, VCCP and Miles Calcraft Briginshaw Duffy will pitch for the business through COI.

The campaign will aim to influence the attitudes and behaviour of children, young people and their parents and carers towards alcohol.

The DCSF called a communications planning pitch for the business earlier this month, with Manning Gottlieb OMD, Naked Communications and Starcom MediaVest pitching for the account.

The Youth Alcohol Action Plan was launched in June last year to address the problem of underage drinking. It provides guidelines for parents on the damage excessive drinking can do to teenagers' health and the problems it can cause for them at school.