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."