80% of drinkers respond to Drinkaware campaign

Nearly 80% of young adults adopted one of Drinkaware's tips for responsible drinking from the second year of its "Why let good times go bad?" campaign.

The alcohol awareness charity's five-year £100m campaign aims to tackle the social acceptability of drunkenness in young adults and recommends that they should eat before drinking; alternate alcoholic drinks with soft drinks; and look after friends.

An independent evaluation of the 2010 activity showed that 70% of the target audience are more likely to change their drinking habits as a result of the campaign.

Results also showed that 77% of young adults claim to have adopted at least one of the tips recommended by the campaign.

"It's great to see such promising results from the 'Why Let Good Times Go Bad?' campaign," said chief exectuve Chris Sorek.

"Not only will this campaign ultimately help change drinking behaviour among young adults, it is also a very good model of successful partnership working between the private and voluntary sectors.

"Planning for 2011 is already underway with campaign partners. It's imperative that each year the campaign reaches more young adults and becomes even more effective in stimulating behaviour change.

"Challenging the social acceptability of drunkenness is a huge job, but this campaign is an important part of the solution."