Alcohol industry launches £100 million repsonsible drinking campaign A collaboration of more than 45 drinks companies and retailers have funded a 5 year responsible drinking campaign costing £100 million. The 'campaign for smarter drinking' will see the industry funded Drinkaware trust lead on the campaign that will "offer practical tips to make sure good times don’t go bad, such as reminders to drink water or soft drinks, eat food and plan to get home safely." The campaign claims it will take a social marketing approach to "use outdoor advertising, signs, drink mats in pubs and bars, on-drink and point of sale displays in retailers to deliver its message." . . . . .
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