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6,500 supermarkets and 5,000 pubs back Drinkaware campaign

The second year of Drinkaware's "Why Let Good Times Go Bad?" campaign drew support from 5,000 pubs and 6,500 supermarkets.


The five-year £100 million campaign which aims to tackle the social acceptability of drunkenness among young adults, generated outdoor media value of £5 million and media-in-kind support valued at £19 million.


Drinkaware also claimed to have acheieved a behaviour change through the initiative ? an independent evaluation of last year's activity showed 70% of the target audience are more likely to consider drinking differently in the future as a result of the campaign advertising.  Results also show widespread adoption of the campaign tips - eating before drinking, pacing alcoholic drinks with water or soft drinks and looking after mates - with 77% of young adults claiming to have already adopted at least one of the tips and three quarters (74%) saying they are likely to follow the tips in the future.


Chris Sorek, chief executive of Drinkaware, said: "Planning for 2011 is already underway with campaign partners. It's imperative that each year the campaign reaches more young adults and becomes even more effective in stimulating behaviour change. Challenging the social acceptability of drunkenness is a huge job, but this campaign is an important part of the solution."


Producers contributed more than 13 million neck collars and on-pack campaign branding on alcohol products. The outdoor media campaign was valued at £5 million - including advertising at 10,000 phone boxes, 18 train station concourses and throughout 17 shopping centres across the UK. Online efforts through Drinakaware's site, campaign banners on partner sites and a Facebook app generated 32,000 monthly active users. In terms of PR, national, regional and online media coverage generated an advertising value equivalent of £329,059.


The campaign is run in partnership with more than 40 companies from across the drinks industry.

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