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Drinkaware launches £100m scheme to curb drunken behaviour

Published:  01 September, 2009

Drinkaware the alcohol charity is unveiling a campaign to encourage young people to see the shame in drunken behaviour.

'Why let good times go bad?' is a new £100 million initiative aims to change the social acceptability of drunkenness and will encourage 18-24 year-olds to evaluate their drinking habits through posters, drink mats, stickers and shelf strips presenting tips for smarter drinking that will be displayed in pubs, bars, phoneboxes, supermarkets and off licences around the country.

New research from Drinkaware shows that 32 per cent of young adults claim they don't need advice about alcohol. This is despite the fact that in the last twelve months, almost one in four have been ashamed of their appearance when drunk, claim Drinkaware. Research also shows that 25% have not known how they got home, 31% have blacked out, one in 10 have been in a fight and 48% have vomited due to drinking too much.

The campaign's 'Why let good times go bad?' logo and strapline will also be featured on 13 million products including neck labels on bottles, cans and multi-packs. Free pints of water from pubs, bars and clubs to encourage young adult drinkers to pace their drinking is one of four creative executions people will see linked with the campaign.

Chris Sorek, chief executive of Drinkaware, says: "When people are drinking and having fun it can be easy to get carried away and not recognise the point when a good night can take a turn for the worse. Changing the drinking culture in Britain won't happen overnight, but with the right support, information and advice, young adults can change their own drinking patterns.

"Some young adults think they know all there is to know about alcohol, but simple tips like eating before going out drinking, pacing yourself with water or soft drinks, looking after your mates and planning your journey home, can help them stay safe and prevent their good times going bad.

"The financial and social impact of alcohol misuse affects everyone. Parents, teachers, health professionals, charities, the drinks industry and central and local governments all have a part to play in reducing the harm caused to young people by alcohol misuse."