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Responsible Drinking Message of the Year 2008 |
 Diageo
The choice is yours
The judges were impressed by the world’s number one drinks company placing itself at the leading edge of promoting a responsible drinking message to consumers. Diageo has been unstinting in its efforts to push its “Enjoy Alcohol Responsibly” message and have led the trade at both a company and a marketing level.
Core to their committment is their work in implementing some groundbreaking initaitives to help transform consumer attitudes towards alcohol. 2007 saw the launch of the first ever national TV advertising campaign by a drinks company that was solely focused on promoting a responsible drinking message. The adverts “Many Me” and “Mirror” with the strapline “Don’t See a Good Night Wasted” effectively confronted the issues of alcohol and losing your social currency in a party or on-trade outlet environment.
In addition to this, “The Choice Is Yours” campaign also launched to address social reponsibility issues to a wider audience and included activities with Tesco, the National Union of Students, a programme tackling underage drinking among adolescents and educational initiatives.
Through its pioneering work Diageo has reached more people than ever before in the last 12 months; over 17 million via its work with Tesco, a further eight million through radio campaigns and nearly half a million young people via education and work with the NUS.
Click to see the award presentation at this years ceremony
The Shortlist
WSTA/St Neot’s – Cambridgeshire Alcohol project
WSTA worked hard throughout this project to bring together the Retail of Alcohol Standards Group and local trading standards officers working on the Cambridgeshire Alcohol Project to reduce underage sales and bring about cultural change.
The Thresher Group
The Thresher Group has been shortlisted due to the comprehensive nature of the licensing policies it has implemented across a diverse trading portfolio.
The Home Office & Dept of Health – Alcohol, know your limits
A memorable multi-media campaign aimed at 18-24 year olds, praised by the judges for its success in getting young people to realise the serious consequences of drinking too much. 82% of respondents to independent evaluation agreed that the activity made them think twice about excessive consumption.
WSTA Toolkit – Social responsibility
Judges were impressed by the WSTA ‘s committment to helping its member companies embrace social responsibility and helping them embrace socially responsible policies.
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