Anti-binge drink push goes online

09 June, 2009

The Home Office has launched a new online viral marketing campaign as part of its anti-binge drinking drive.

The Home Office has launched a new online viral marketing campaign as part of its Know Your Limits anti-binge drinking drive.

A Film called Street Dares is appearing on You Tube.

The minute-and-a-half clip features a reporter in a busy shopping street stopping young members of the public and challenging them to do things people only normally do when they’re drunk, before doing them himself to general looks of astonishment.

The campaign includes a partnership with Channel 4 soap Hollyoaks to produce a drama to back its messages.

It will appear on the E4 website and social networking sties alongside sensible drinking information.

There are also poster and radio ads.

Home Office Minister Alan Campbell said: “This campaign about challenging people to think twice about the consequences of binge drinking and is the next step towards making people understand that excessive binge drinking is not acceptable.”

The campaign is a follow-up to last year’s You Wouldn’t Do It Sober and was produced by intelligent viral agency Rubber Republic.

Click here to see the film.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter