Diageo promotes sensible drinking to students

Published: 15 May, 2009

Diageo GB is using bar games to promote responsible drinking to students in campuses across the UK, as part of a new campaign called "Are you on top of your game?"

The initiative takes place throughout May in 10 university bars, and uses POS themed bar games to deliver messages to students during the stressful exam period.

Research commissioned by the drinks giant reveals 67% of students consider exams to be their biggest source of stress and one in five (22%) admit to drinking more when they are feeling under pressure. While over half (52%) of all students see drinking as a big part of the student lifestyle, the same proportion (51%) admit that drinking too much is stopping them from performing at the top of their game.

The campaign, which is being run in association with The National Union of Students, aims to educate students on the alcohol units in different drinks using a selection of POS items, themed around typical pub and bar games such as pool, darts and football.

In addition to posters, beer mats, runners and postcards, Diageo GB has created a set of bespoke pool balls featuring the names of a selection of popular beer, wine and spirits brands and the number of units they each contain to give students clear and simple unit guidance in an innovative and eye-catching way.

Students are also referred to The DrinkAware Trust's website, www.drinkaware.co.uk, where they can find out more information.

Anthony Walker, corporate relations executive at Diageo GB, said: "With exam season in full swing, the campaign comes at a time when students can consume more alcohol than they would normally, as a way of combating exam stress. By raising awareness we hope to encourage students to make responsible drinking choices in line with the Department of Health's recommended daily guidelines for alcohol units."

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