Alcohol safety charity Drinkaware has unveiled plans for the second year of its "Why let good times go bad?" campaign.
The five-year, £100m campaign, run in partnership with more than 40 drinks companies including Coca-Cola UK & Ireland, aims to promote responsible drinking among 18 to 24-year-olds, and will officially launch on 7 September.
Plans include a £5m advertising campaign of six posters carrying tips for responsible drinking. In-venue advertising and media support from the drinks industry will be worth around £15m. This year, the National Union of Students has joined the campaign, which should increase exposure to around seven million students.
More than 16,000 on-trade outlets will display beer mats, posters and fridge stickers, while more than 7,000 off-trade stores will carry campaign signage.
Posters will appear on 10,000 phone boxes and 18 train station concourses, and in 17 shopping centres.
"The campaign is a great example of the private and voluntary sectors working together to effect social change," said Drinkaware chief executive Chris Sorek.
Ralph Findlay, Marstons chief executive and the
campaign's industry spokesman, said: "Nowhere in the world have so many partners come together to tackle binge drinking."
