The campaign – The Choice is Yours – will break on TV, followed by digital, outdoor and print advertising.
Diageo's campaign has been designed to complement the government's ads this winter, rolling out just after the Department of Health's latest Know Your Limits campaign, and just before the Department of Transport's anti drink-drive push in December.
The campaign consists of two adverts, one showing a group of young women socialising and another showing a group of men. Each ad will show two possible scenarios for the group, one showing the positives of responsible drinking, the other focusing on the consequences of irresponsible drinking. Diageo said it wants to highlight the message that "everyone has a choice on a night out".
A website, http://www.thechoiceisyours.com, will support the push.