Trade steps up bid to beat the bingers

Stage two of a multi-million pound marketing campaign aimed at encouraging responsible drinking is being launched with major industry backing next week.

The initiative, 'Why Let Good Times Go Bad?', has financial support from more than 40 drinks producers, pubcos and supermarkets.

It was previously known as the Campaign for Smarter Drinking, but this name has been dropped by charity Drinkaware, which has taken over full running of the scheme.

This year Marston's, JD Wetherspoon, JW Lees and Sainsbury's are all supporting the campaign after refusing to get involved when it initially got underway in July last year.

Six new posters urging 18 to 24-year-olds to think about their drinking habits - will begin to appear from September 7, with the ad campaign costing £5m.

The posters urge people to treat alcohol responsibly by eating, drinking water and ensuring they stay with friends during a night.

Slogans include: "Play it smooth with a break from the booze" and "Get watered, not slaughtered".

In addition, 16,000 pubs and clubs will promote the campaign on beermats, posters and fridge stickers.

The campaign will also receive an estimated £15m of extra advertising support from the companies involved.

Ralph Findlay, chief executive of Marston's and chairman of the British Beer & Pub Association, said it made sense for companies to join forces for the campaign.

"This is a unique partnership and nowhere in the world have so many partners come together to tackle binge drinking.

"Tackling binge-drinking makes sense. Individuals need to know that drunken behaviour is both harmful and unacceptable, and businesses know that it doesn't make sense for their brands and premises to be associated with drunken behaviour."

Chris Sorek, chief executive of Drinkaware, added: "This is an excellent example of a successful public health campaign that doesn't cost the taxpayer a penny."

For more information visit www.drinkaware.co.uk​

What is 'Why Let Good Times Go Bad?'

The campaign is a five-year £100m drinks industry marketing initiative aimed at challenging the social acceptability of drunkenness among 18 to 24 year-olds. It began life as 'Project 10' after Gordon Brown summoned drinks industry leaders to Downing Street, telling them they must address the issue.