£100m campaign targets binge drinkers

Forty-five drinks companies are backing what has been described as "the biggest ever campaign to tackle binge drinking among young adults".

The £100 million social marketing campaign, with the theme "why let good times go bad?", will run for at least five years.

The campaign will be coordinated by trade charity Drinkaware.

A spokesman said: "In keeping with Drinkaware's approach, the campaign will not talk down to young adults or tell them what to do.

"Instead it will offer practical tips to make sure good times don't go bad, such as reminders to drink water or soft drinks, eat food and plan to get home safely."

The campaign will use outdoor advertising, signs, drink mats in pubs and bars, on-drink and point of sale displays in shops to deliver its message.

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