Diageo unveils 'Think How You Drink' awareness campaign aimed at young drinkers
Producers of Smirnoff, Captain Morgan and Guinness Diageo has revealed an online pan-European campaign – ‘Think How You Drink’ – reminding young people that drinking to excess can lead to shame and embarrassment.
Aiming to reach one million young people across the content the initiative wants drinkers to revaluate their habits, and consider whether or not the amount they’re drinking is healthy and safe. Informed by insights on the most effective ways to communicate with young people, the first strand of activity features a video showing the after-effects of drinking too much on a night out.
“With this video we are deliberately using humour to catch people’s attention. Responsible drinking campaigns in the past have tended either to preach or to scare. There is a place for that type of message but we began this campaign by looking at where young adults communicate. They are talking online and via social media – and we know that humour is a more effective way of delivering a message across those channels,” commented Malcolm D’Sa, marketing innovation director for Diageo Western Europe.
The online video will launch the campaign in the UK before rolling out to Ireland, Germany, Denmark and the Netherlands. ‘Think How You Drink’ is set to feature as part of Diageo’s other responsible drinking campaigns over the next 18 months.
D’Sa added: “We know that drinking to excess is a serious issue – but our primary concern is to be effective. The message, that drinking can have harmful consequences, is still in there and it is a strong message. We’ve just approached it in a different way. Most young adults enjoy a drink as part of their lives without it being a problem. We want to reach out to the minority that drink too much, make them think and encourage them to change their habits.”