What is it?

The Campaign for Smarter Drinking is a £100 million social marketing campaign sponsored across the drinks industry to help tackle binge drinking in our society by changing attitudes towards the social acceptability of drunkenness.  It has been developed by a voluntary alliance of over 45 producers, on and off trade retailers, trade associations and media partners.

The Campaign will work in conjunction and alongside other Government and industry initiatives including the Know Your Limits campaign around the Government’s recommended daily and weekly unit consumption. The Campaign is intended to run over a five year period with a value of at least £20 million each year over the five year period.

The Campaign will also work in conjunction with Drinkaware, ensuring that the industry works with a partner who is already established as an independent, reliable and trustworthy source of information for consumers.  The relationship between the Campaign and the Government is laid out in the attached letter of understanding.

What is the goal?

The goal is to reduce public acceptance of drunkenness and to shift public attitudes in order to reduce excessive consumption for 18-34 year olds.  It aims to encourage young people to take responsibility for their own behaviour and to pose questions that encourage them to think about their drinking habits.  The campaign is working in conjunction with the Department of Health and Home Office to identify KPIs in order to measure the success of the campaign.  

How will it work?

The Campaign’s strap-line is: Why let good times go bad?  This question will form the basis of the Campaign materials which will be presented in various forms: posters, in-store advertising, in bars and pubs, at point of sale, online and other locations.  

It targets misuse (those who drink to excess on any given occasion) but in a way which is likely to resonate with consumers, by emphasising the benefits of responsible enjoyment, and offering practical hints and tips rather than telling them what to do and what not to do, which is an approach largely rejected by young adults in particular.

Drinkaware (http://www.drinkaware.co.uk/) provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Its public education programmes, grants, expert information and resources help create awareness and effect positive change. An independent charity established in 2007 Drinkaware works with the medical profession, the alcohol industry, government and independent members to achieve its goals.