The campaign now includes a Facebook application and will target students.
The initiative is run in partnership with more than 40 companies from across the drinks industry including Diageo, Molson Coors and Bacardi and Coca-Cola UK and Ireland. The big supermarket chains, Tesco, Morrisons, Sainsbury’s and Asda also contribute to the drive.
The £5m outdoor ad campaign, "Why Let Good Times Go Bad?", was created by Abbott Mead Vickers BBDO and booked through JCDecaux. It will run across 10,000 UK phones boxes near licensed premises as well as on traditional and digital outdoor sites from 7 September.
It provides its target audience of 18- to 24-year-olds with practical tips to help them curb the ill effects of their drinking. Tips include: eating before drinking; pacing alcoholic drinks with water or soft drinks; and looking after mates.
The campaign specifically targets young adults who end up drinking more than they intend to and subsequently feel guilty.
The outdoor campaign is complemented by in-kind support from the drinks industry expected to be worth £15m.
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 logo and strapline will also be featured on approximately 13 million products including neck labels on bottles, cans and multi-packs.
The charity is also for the first time introducing a Facebook application using digital personas to reinforce tips among the target audience of 18- to 24-year-olds. It will be featured on partners' Facebook pages.
In another first, "Why Let Good Times Go Bad?" will also target students through Drinkaware’s partnership with the National Union of Students. Bespoke training for NUS staff and student unions will be rolled out in universities across the country, helping the campaign to reach up to seven million students.
Chris Sorek, chief executive of Drinkaware, said: "Changing the binge drinking culture in the UK won't happen overnight, but this five year commitment, run in parallel with other measures, will help us make giant leaps towards our goal of fundamentally changing attitudes to alcohol for the better."
After its launch in 2009, "Why Let Good Times Go Bad?" delivered media value of more than £23m. 70% of young adults and 61% of the target audience engaged with the campaign and adopted some of the tips.
This article was first published on marketingmagazine.co.uk