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2006 Award Winner – Responsible Drinking Message
Diageo – Don’t see a great night wasted
Fronted by two hard-hitting TV adverts, “Many Me†and “Mirror†(pictured), which reached over eight million people, Diageo’s campaign is part of an ongoing initiative to promote responsible drinking in the UK. Both TV ads – one showing a young man in a bar and the other showing a young woman at a house party – are based on the insight that drinking too much damages your “social currencyâ€, whereas pacing yourself and staying in control helps you and those around you to have a good night out. Evaluation of a similar campaign that ran in the Republic of Ireland showed that 76% of consumers would be more likely to consider drinking sensibly having seen the Diageo advert. The campaign also encompasses a wider package of measures to promote responsible drinking. These include funding theatre workshops in secondary schools and a student awareness programme entitled “What’s In It?†that reached 750,000 students across 55 universities. Judges commended the campaign for its “proactive and targeted approachâ€.
The Shortlist 2006
The Portman Group
Set up to promote responsible drinking, help prevent alcohol abuse and encourage responsible marketing and informed discussion, The Portman Group works with the leading drinks producers and retailers in the UK. It runs the information website www.drinkaware.co.uk, launched in 2004, which includes a unique unit calculator to work out how many
units of alcohol there are in any particular drink. Due to partnerships throughout the trade the Drinkaware strapline has been featured on TV advertising and is now shown on three billion product containers every year.
Sainsbury’s – Think 21
A founding member of the Retail of Alcohol Standards Group (RASG), Sainsbury’s has taken an active role in developing strategies to reduce the sale of alcohol to minors. Within its own stores new “Think 21†signage has been introduced to raise awareness. This initiative is combined with staff training schemes to give cashiers the skills and confidence to question the age of anyone buying alcohol who looks under 21 and ask them for valid ID. The whole system is backed up by in-store checks to maintain the policy consistently, including a record log to monitor incidences of age querying.
© db May 2006