The campaign will run throughout the summer holiday season until the end of September and is targeted at 18 to 24 year olds looking to enjoy the various sporting events this summer in pubs, bars and at friends’ houses.

Using digital and social media, it will use Facebook, Spotify, w00t!, network sites and mobile applications to reach its target audience. Adverts will appear online during key usage periods when young adults are most likely to be socialising.

The campaign, which is expected to reach at least 64% of all 18 to 24 year olds, will also be placed in the AA monthly members’ magazine.

Denis O’Flynn, managing director of Pernod Ricard UK, said he believes educational campaigns and industry/government partnerships are the most effective methods to target alcohol misuse.

"We encourage all consumers to accept responsibility and enjoy themselves throughout the summer without putting themselves or others at risk. This campaign is one of many Pernod Ricard UK responsible drinking initiatives. We recently took part in Pernod Ricard’s Responsib’ALL Day, where all our employees took time out of their day-to-day jobs for one day to focus on social responsibility issues. Pernod Ricard UK is also a signatory and supporter of the Department of Health’s Responsibility Deal."

Further details on Pernod Ricard’s responsible drinking campaigns are captured in the group’s brochure Alcohol: I’m in Control.