Rebecca Hubbard
Posted: Tuesday, August 31, 2010 10:41 am

Alcohol awareness charity Drinkaware has unveiled the much-anticipated second year of the ‘Why Let Good Times Go Bad?’ campaign, run in partnership with more than 40 drinks industry companies and Coca-Cola UK and Ireland.
 
The five-year £100 million campaign challenges attitudes towards excessive alcohol consumption and the social acceptability of drunkenness among 18 to 24 year olds. The unique partnership between Drinkaware, alcohol producers and on and off trade retailers, encourages young adults to change their behaviour by adopting tips for smarter drinking: eating a meal before drinking, pacing alcoholic drinks with water or soft drinks and looking after mates. In its first year the biggest ever social marketing campaign delivered media value of over £23 million and 70% of young adults engaged with the campaign, adopting some of the tips.  
 
Due to launch on 7th September, the second year of the campaign is expected to build on this success through a £5 million outdoor advertising campaign, featuring six posters and in-kind advertising and media support from the drinks industry worth at least £15 million. A partnership with the National Union of Students will also increase the reach of the campaign to around 7 million students. 
 
2010 campaign commitments include:
More than 16,000 on-trade outlets displaying campaign materials such as beer mats, posters, fridge stickers and washroom vinyls; 
Over 7,000 off-trade stores, including supermarkets, convenience stores and off licences carrying campaign signage and shelf barkers; 
Industry producers placing more than 13 million ‘Why Let Good Times Go Bad?’ branded neck collars or on-pack advertising on their product ranges; 
Campaign posters featured on 10,000 phone boxes, 18 train station concourses and throughout 17 shopping centres across the UK.  

Chris Sorek, Chief Executive of Drinkaware says: “‘Why Let Good Times Go Bad?’ is a great example of the private and voluntary sectors working together to effect social change. Binge drinking among 18 to 24 year olds must be tackled and a five year commitment that helps young adults change their own behaviour will go some way to tackling the acceptability of drunkenness.
 
“Vital to the campaign’s success is achieving targeted coverage, maximising the investment in the campaign and reaching directly to the target audience. This is only possible with the active support of Drinkaware funding companies to amplify the campaign through their own communications - on package, in pub and in store. 
 
“Public education can play a central role in changing consumer behaviour to address the UK’s drinking culture.  This is an excellent example of a successful public health campaign that doesn’t cost the taxpayer a penny.”
 
Ralph Findlay, Chief Executive of Marstons, Chairman of the British Beer and Pub Association and industry spokesperson for the campaign, says: “It’s great to see so much support from across industry for the ‘Why Let Good Times Go Bad?’ campaign. This is a unique partnership and nowhere in the world have so many partners come together to tackle binge drinking.
 
"Thanks to industry support, campaign tips will be delivered clearly and effectively in key locations – by very visible on-shelf messaging in supermarkets and posters in pubs and clubs, by using campaign branded labelling on packaged drinks, and through poster campaigns on public transport and in other public places.
 
"Tackling binge drinking makes sense. Individuals need to know that drunken behaviour is both harmful and unacceptable, and businesses know that it doesn’t make sense for their brands and premises to be associated with drunken behaviour.”