Stella launches Get Home Safe campaign

Stella Artois is putting its name behind a Get Home Safe campaign to encourage responsible drinking throughout the Christmas period.

The initiative, which launches today (Friday 21 November), will be spearheaded by the launch of a website, www.gethomesafe.org.uk, featuring practical travel information and advice for festive revellers in cities across Britain.

The campaign is the result of independent consumer research for Stella Artois, which indicated that 80% of people get frustrated when trying to get home after a night out. The Get Home Safe campaign aims to encourage more consumers to venture out during the festive season, with the knowledge that they can make a safe and hassle-free journey home afterwards.

"This reinforces the brand's responsible drinking message by providing consumers with access to useful information to help pre-plan their travel arrangements," said Stuart MacFarlane, president, InBev UK & Ireland. "We want to ensure that as many consumers as possible feel confident to go out and enjoy themselves in pubs, bars and clubs without worrying about their journey home to ensure an enjoyable night out ."

The campaign is fronted by former Olympic rower James Cracknell, who also provides his personal travel tips on the site.

Supporting outlets can download a poster to raise awareness of the initiative.