Children & Young People Now cover commitments given by the government to introduce an advertising campaign to target young people’s binge drinking.
The government is to urge young people to stop binge drinking with the use of similar methods to anti-smoking adverts, with a campaign launching in the spring.
The Department of Health is believed to be targeting the ad campaign at 18- to 24-year-olds to show them how alcohol affects their bodies, alongside a wider public campaign on safe drinking levels.
A spokesman for the campaign said: “The government will be launching a new £10m communications campaign in the spring.”
To those of us who have read the Alcohol Strategy the plan for a campaign shouldn’t be a surprise, there they said:
The Government will raise awareness of young people’s alcohol use and will – through a social marketing campaign – work to create a culture where it is socially acceptable for young people to choose not to drink and, if they do start drinking, to do so later and more safely.
That said the campaign (which the strategy says will be launched in April) was supposed to be targeted at under 18s and should be being led by the DCSF not the Department of Health, but there otherwise it looks like the same amount of money trying to achieve the same aims.
Or perhaps we’re going to get two campaigns…
Filed under: advertising, alcohol strategy , alcohol strategy, social marketing
