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Tuesday, October 28, 2008

Major industry campaign to tackle attitudes to drunkeness

27 October, 2008

On-trade and off-trade uniting to address alcohol issues

A major new industry-wide marketing campaign to tackle alcohol misuse is currently being discussed with the government, can reveal.

Currently operating under the banner Project 10, the initiative is aiming to challenge attitudes around the “social acceptability of drunkenness” and persuade people to change their behaviour.

Companies from across the on-trade and off-trade – large and small – are understood to have given their backing “in principle” to the campaign being devised by leading marketing experts, which could run for five years.

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