Campaign for Smarter Drinking Wins Drinks Business Award

The Campaign for Smarter Drinking (CSD), a £100 million social marketing campaign aimed at encouraging responsibility among young adults and shifting attitudes towards drunkenness, has won the Drinks Business Responsible Drinking Message 2010 award.

The award marks the achievement of CSD in communicating effectively to 18 to 34 year olds about responsible enjoyment of alcohol. It was accepted on behalf of CSD by Jeremy Beadles, Chief Executive of the Wine and Spirit Trade Association.

The campaign, backed by over 45 companies, deploys mainstream advertising, on-pack messaging and communications materials in bars, clubs and shops throughout the UK. In its first year the campaign exceeded forecast media spend. Independent research shows that the majority of those who have seen the campaign have adopted at least one of the tips and 63% of irresponsible drinkers will re-consider their consumption patterns.

For 2010 responsibility for on-going management and delivery of the campaign rests with industry-funded charity Drinkaware. It will continue to work in partnership with government and other stakeholders.

Campaign Director Bruce Ray said: “This is an award for the industry as a whole. The success of the campaign demonstrates what can be achieved when we work together in partnership with Government to deliver a shared objective. “We want young adults to change their attitude to alcohol and the early signs are that our campaign is having a real impact. We look forward to further success in the years ahead.” (Drinks Media Wire)