The World: Dublin - Drink-makers back EUR20m safe drinking campaign

Ireland's major alcohol producers are set to spend EUR20 million over the next four years on an ad campaign to promote responsible drinking.

Diageo, the C&C Group and Irish Distillers are among the manufacturers backing the initiative, which is being spearheaded by an independent charity called Meas.

Meas is the Irish word for "respect" and also stands for Mature Enjoyment of Alcohol in Society. A number of Dublin agencies are pitching for its account.

The charity, launched four years ago, is already a significant spender, but its upcoming campaign will be its biggest ever. Its present campaign is running under the theme: "Know the one that's one too many."

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