Ad agencies pitch to raise awareness

07 September, 2007

Three ad agencies have been asked to pitch their ideas for a national alcohol awareness campaign being launched next year.

The £10 million drive is part of the government's alcohol strategy - Safe, Sensible, Social - announced in June. It will be led by the Home Office and the Department of Health.

The key objectives of the strategy will be to raise public awareness of units of alcohol, challenge public acceptance of drunkenness and offer inform ation and advice for problem drinkers and their friends and family.

Cerys Adams, member of the cross-government Alcohol Strategy Delivery Group, said: "Changing our drinking culture is one of the most challenging briefs facing government. This marks a significant change of gear in how to communicate with the public about alcohol and I look forward to seeing the agencies' creative propositions ."

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