Agencies bid for binge-drinking ads

Published: 23 July, 2008

UK: The Government has shortlisted three agencies to create the "next generation" of anti-binge drinking ads targeted at 18- to 24-year-old binge drinkers and under-18s

The key messages for the new ad campaigns will be: public awareness of units of alcohol; sustained campaigning to challenge public acceptance of drunkenness; and information and advice for binge drinkers and their friends and family.

"Changing our drinking culture is one of the most challenging briefs facing Government," said Cerys Adams, a member of the cross-government alcohol strategy delivery group.

"This marks a significant change of gear in how we communicate with the public about alcohol and I look forward to seeing the agencies' creative propositions over the coming months."

The new youth anti-binge drinking campaign campaign will kick off in April next year with the aim of putting into practice proposals contained in the government's alcohol strategy under the banner "Safe. Sensible. Social".

It will build on the previous "Know Your Limits" government ad campaign that targeted 18- to 24-year-old binge drinkers.

The anti-binge drinking advertising account had previously been handled by United London, the WPP agency that Sir Martin Sorrell closed in April.

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