Pubs and bar operators are being called on to support a new campaign designed to encourage more sensible drinking among young adults.
The Campaign for Smarter Drinking, which has been launched by charity Drinkaware, includes posters, drink mats and signs with the strapline: “Why let good times go bad?”
The £100m five-year government-supported campaign is urging the industry to take more responsibility when it comes to tackling the problem of anti-social drinking.
The secretary of state for health Andy Burnham said: “We’re facing a growing public health problem where people are regularly drinking too much. Clearly the industry has a responsibility to play in tackling this problem and I hope this campaign will make a real difference to people’s attitudes to their drinking behaviour.”
The campaign, targeted at 18 to 34-year-olds, is designed to use the direct relationship drinks brands have with consumers to emphasise the benefits of responsible enjoyment rather than telling young adults what to do.
It is sponsored across the drinks industry by 45 producers and trade associations and will work in conjunction with other government and industry initiatives including Know Your Limits and the recommended daily and weekly alcohol unit consumption.
Drinkaware chairman Derek Lewis said: “From this month Drinkaware will ensure consumers have the facts they need to make informed choices about drinking. Changing behaviour starts with education and society as a whole stands to gain.”
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By Emma White
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