Responsible drinking message is working, says Diageo

07 February, 2008

A Diageo advert to promote responsible drinking has been dubbed a success after more than 90 per cent of adults said it had affected them after watching it.

An ad campaign to promote responsible drinking has been dubbed a success after more than 90 per cent of adults said it had affected them after watching it.

Diageo's Choices campaign, which was aired on TV, the web and in the press last November, made 92 per cent of people think about responsible drinking and 62 per cent "more likely" to consider drinking responsibly.

The results from the commissioned survey of 300 people were revealed following a speech by Home Secretary Jacqui Smith yesterday in which she praised efforts by the industry to promote sensible drinking.

Benet Slay, managing director of Diageo, said: “The results of the Choices campaign are extremely encouraging and show the effective role the drinks industry can play in promoting responsible drinking.

"We fully agree with the Home Secretary that partnership is the right approach and are committed to working with government, the Drinkaware Trust, industry and others to help people make sensible choices about alcohol."

When questioned on their reaction to the campaign, which showed how excessive drinking could ruin a night out, 95 per cent also said it was good to see alcohol companies advertising a responsible drinking message.




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