Three advertising agencies have been invited
to submit proposals for the next generation of public information
campaigns to raise awareness of the harm associated with alcohol
abuse and to promote a sensible drinking culture.
The communications drive, worth an estimated
£10 million this year and expected to be funded at a similar
level over subsequent years, will run from April 2008 and will
put into practice proposals contained in the Government's alcohol
strategy, 'Safe. Sensible.
Social', published in June 2007 and led by the
Home Office and the Department of Health.
The brief requires the agencies to develop a
strategic approach that includes the key communication objectives
of the strategy. These include:
* Raised public awareness of units of
alcohol;
* Sustained campaigning to challenge public
acceptance of drunkenness; and
* Information and advice for harmful drinkers
and their friends and family.
The strategy highlights the need to focus on
the minority of drinkers who cause or experience the most harm,
and whose drinking affects their communities, friends and
families. The three priority audience groups are:
* 18-24 year old binge drinkers, a minority of
whom are responsible for the majority of alcohol-related crime
and disorder in the night-time economy.
* Harmful drinkers, many of whom do not
realise that their drinking patterns damage their physical and
mental health and may be causing substantial harm to themselves
and others.
* Young people under 18 who drink alcohol,
many of whom drink more than their counterparts did a decade
ago.
Member of the cross-Government Alcohol
Strategy Delivery Group Cerys Adams said:
"Changing our drinking culture is one of the
most challenging briefs facing Government. This marks a
significant change of gear in how we communicate with the public
about alcohol and I look forward to seeing the agencies' creative
propositions over the coming months."
The new generation of campaigns will build on
the successful Know Your Limits campaign brand which is targeted
at 18-24 year old binge drinkers. It will communicate a broader
range of messages to more audience groups.
The agencies will be invited to pitch formally
in early October after which the strategies and creative routes
will be subject to independent consumer research. It is expected
the winning proposal will be announced in
mid-November.
Notes to Editors
1. The three agencies are AMV-BBDO, DDB London
and VCCP and were selected in consultation with
COI.
2. The Home Office and Department of Health
are jointly providing funding for the communications
campaigns.
3. Safe. Sensible Social can be downloaded
here:
http://www.homeoffice.gov.uk/documents/Alcohol-strategy.pdf
http://www.homeoffice.gov.uk/documents/Alcohol-strategy.pdf
4. Know Your Limits, the first national
campaign targeting 18-24 year-old binge drinkers launched in
October 2006.
