Video: Diageo launches excessive drinking campaign

‘Think How You Drink’ has been aimed to reach more than one million young people across Europe to help them think about whether their drinking habits are healthy and safe.

The campaign has taken into account insights on the most effective ways to engage with young people and the first strand is a video that shows some of the after-effects of drinking too much on a night out.

Malcolm D’Sa, marketing innovation director for Diageo western Europe said: “With this video we are deliberately using humour to catch people’s attention.

“Responsible drinking campaigns in the past have tended either to preach or to scare. There is a place for that type of message but we began this campaign by looking at where young adults communicate.

“They are talking online and via social media – and we know that humour is a more effective way of delivering a message across those channels.

“We know that drinking to excess is a serious issue – but our primary concern is to be effective. The message, that drinking can have harmful consequences, is still in there and it is a strong message. We’ve just approached it in a different way.”

The campaign will launch in the UK before being shown in Ireland, Germany, Denmark and the Netherlands. It will feature as part of Diageo’s other responsible drinking initiatives over the next 18 months, including during university Fresher’s Week and via the ‘Ask Dave’ alcohol calculator that helps users keep a track of their drinking.