Gov't spending £10m on 'next generation' of drink ads

The Home Office is set to spend £10m a year on the "next generation" of ad campaigns to promote sensible drinking.

Three advertising agencies have been invited to submit proposals for the new campaign, which is set to start in April 2008.

The Home Office said it would build on the Know Your Limits campaign, targeted at 18 to 24 year-olds, but will "communicate a broader range of messages to more audience groups".

The aim is to put into practice proposals contained in the National Alcohol Strategy and to:

* Raise public awareness of units of alcohol

* Challenge public acceptance of drunkenness

* Give information and advice for harmful drinkers and their friends and family

The three priority audience groups are:

* 18-24 year old binge drinkers.

* Harmful drinkers, many of whom do not realise that their drinking patterns damage their physical and mental health and may be causing substantial harm to themselves and others.

* Young people under 18 who drink alcohol, many of whom drink more than their counterparts did a decade ago.

The Home Office said the campaign is "worth an estimated £10m this year and expected to be funded at a similar level over subsequent years".

Cerys Adams, a member of the cross-Government Alcohol Strategy Delivery Group, said: "Changing our drinking culture is one of the most challenging briefs facing Government. This marks a significant change of gear in how we communicate with the public about alcohol and I look forward to seeing the agencies' creative propositions over the coming months."

The winning ad proposal is set to be announced in mid-November, the Home Office said.