A £100 million industry-backed push to encourage 18 to 24-year-olds to change their drinking habits goes live today (September 1).
The Campaign for Smarter Drinking is funded by the drinks industry and run in partnership with alcohol charity Drinkaware and the government.
The push will see supermarkets, off-licences, pubs, bars and phone boxes displaying posters, stickers, shelf-edge barkers and drink mats featuring practical tips to help curb the ill effects of drinking, such as eating a meal or drinking water or soft drinks between alcoholic drinks.
The campaign’s Why let good times go bad? logo and strapline will also feature on 13 million products including neck labels on bottles, cans and multi-packs.
Industry leaders first came together 18 months ago to develop a strategy to combat binge drinking. The initial plan was given the name Project 10.
Alan Johnson, Secretary of State for the Home Office, said: “We must educate our young people that binge drinking is socially unacceptable and can have grave consequences. This is not just the responsibility of the government, but for us all, and that is why I am pleased the drinks industry is making this commitment."
Andy Burnham, Secretary of State for Health, added: “The alcohol industry has a big responsibility to tackle excessive drinking and there are many things we can do, by working together, to promote a healthy attitude to alcohol. This campaign is a good step forward - I hope it will help to change attitudes.”