Drinkaware targets alcohol abusers

Drinkaware launched a provocative advertising campaign this week, asking consumers to take a look at the content of their recycling boxes. Entitled “Alcohol: how much is too much?” the campaign seeks to address the overwhelming evidence that excessive drinking in the home is an underestimated problem for the UK.

Derek Lewis, Chairman of Drinkaware, explained, “Drinking in the home can lull us into a false sense of security because we simply fail to take note of the amount we consume. But the reality is that many people are unwittingly at risk from the long-term health problems associated with drinking too much alcohol.”

The £1 million campaign will run in selected cities across UK, encouraging consumers to reflect on an aspect of alcohol consumption that Drinkaware believes generally slips below the regulatory radar.

Gabriel Savage 22/10/08