The five-year, £100 million campaign has the backing of 40 UK drinks companies and aims to challenge excessive alcohol consumption among 18 to 24 year olds.
The second year of the campaign will include a £5 million outdoor ad campaign with six posters, plus ad support from individual drinks companies worth another £15 million.
Drinkaware chief executive Chris Sorek said: “This is a great example of the private and voluntary sectors working together to affect social change.”?James Lowman, chief executive of the Association of Convenience Stores, said: “Retailers go to enormous lengths to ensure alcohol is sold responsibly. But it is impossible to guarantee people, who have bought alcohol perfectly legally, do not do something reckless or irresponsible after they have left our premises.
“It is so important to communicate the message to young adults that drunkenness is simply not acceptable.”?