THE largest ever social marketing campaign to tackle alcohol misuse among young adults has been launched.
More than one in three young adults (36%) goes out drinking with the specific intention of getting drunk, according to new research released by alcohol awareness charity Drinkaware.
Despite this intention, three quarters (75%) of 18-24 year olds regret their drunken behaviour.
These findings are released as part of Drinkaware's 'Why Let Good Times Go Bad?' campaign, run in partnership with more than 40 companies from across the drinks industry and Coca-Cola Great Britain.
The five-year, £100 million campaign challenges the attitudes and social acceptability of drunkenness among young UK adults, encouraging them to adopt tips for smarter drinking and to change their behaviour.
For the first time, Drinkaware has teamed up with National Union of Students (NUS) to tackle alcohol misuse in university life.
Tips include eating a meal before drinking, pacing alcoholic drinks with water or soft drinks and looking after your mates - all designed to help young adults curb the ill effects of their drinking.
Now in its second year, this unique partnership between Drinkaware, alcohol producers and on and off trade retailers has already delivered £23 million media value.
Meanwhile, 70% of young adults and 61% of the target audience have engaged with the campaign and adopted some of the tips.
From early September, more than 16,000 pubs and bars will carry campaign posters, drink mats or mirror stickers and more than 7,000 supermarkets, convenience stores and off licences around the country will present young adults with tips for smarter drinking using in-store signage.
The campaign's 'Why Let Good Times Go Bad?' logo and strapline will also feature on approximately 13 million products, including neck labels on bottles, cans and multi-packs.
Campaign posters will be featured on 10,000 phone boxes, 17 shopping centres and 18 train station concourses across the UK.
About Drinkaware
Drinkaware (www.drinkaware.co.uk) provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works with the medical profession, the alcohol industry, government and independent members to achieve its goals.