The Campaign for Smarter Drinking has been developed by the Project 10 taskforce, set up following a summit with Gordon Brown where he challenged the trade to pool resources to create an initiative addressing the issue of excessive drinking.
Funds for the social marketing push will be spent over the next five years and have been secured from 45 groups across the industry including retailers, pub operators, suppliers and trade associations.
As revealed by OLN in February, the campaign will use the tagline Why Let Good Times Go Bad? which will appear on ads across a range of outdoor sites located near to on and off-trade outlets where messages will also appear at the point of sale and on drinks packaging.
The campaign has been developed in partnership with the Department of Health and the Home Office, which will be drawing up criteria to measure its success.