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Drinks company Diageo has placed two responsible drinking advertisements on UK television. The advertisements, which will run until mid-April and are expected to reach more than eight million viewers, have been screened in the London, Manchester and Nottingham regions, where existing Diageo responsible drinking initiatives are in place.
Kate Blakeley, Diageo’s head of social responsibility, said the campaign put across the message that ‘no matter where you mix socially, alcohol should be enjoyed in moderation’. The advertisements emphasize the social embarrassment caused by excessive drinking, with key catchphrases such as ‘Don’t see a great night wasted’.
The campaign has been introduced on the back of a similar Diageo campaign in Ireland, where a study showed that 76 per cent of consumers said they would be more likely to consider drinking sensibly after seeing the advertisements.
Diageo recently ran a student awareness programme with the National Union of Students on responsible drinking that reached 750,000 students in 55 universities. It has also funded the training company CragRats to present theatrical workshops to 44,000 secondary school pupils that raise awareness of alcohol issues.
Last month Diageo told a meeting of the All Party Parliamentary Group on Corporate Responsibility that the company will have spent £3.5million on responsible marketing by the end of the financial year. But it said there were ‘still too many important players in the industry who are not engaged on this agenda’.
Kate Blakeley, Diageo’s head of social responsibility, said the campaign put across the message that ‘no matter where you mix socially, alcohol should be enjoyed in moderation’. The advertisements emphasize the social embarrassment caused by excessive drinking, with key catchphrases such as ‘Don’t see a great night wasted’.
The campaign has been introduced on the back of a similar Diageo campaign in Ireland, where a study showed that 76 per cent of consumers said they would be more likely to consider drinking sensibly after seeing the advertisements.
Diageo recently ran a student awareness programme with the National Union of Students on responsible drinking that reached 750,000 students in 55 universities. It has also funded the training company CragRats to present theatrical workshops to 44,000 secondary school pupils that raise awareness of alcohol issues.
Last month Diageo told a meeting of the All Party Parliamentary Group on Corporate Responsibility that the company will have spent £3.5million on responsible marketing by the end of the financial year. But it said there were ‘still too many important players in the industry who are not engaged on this agenda’.
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