ACS

7 September 2010

Alcohol awareness charity Drinkaware has stepped up its “Why Let Good Times Go Bad” campaign with new research that shows more than one in three young adults goes out drinking with the specific intention of getting drunk.

The research reveals that despite intending to get drunk, 75% of 18-24 year olds regret their drunken behavior – although one in three 18-24 year olds believe it is acceptable to wake up without knowing how they got home after a drinking session.

The Drinkaware “Why Let Good Times Go Bad” campaign is being run in partnership with more than 40 companies from across the drinks industry. The five year campaign aims to challenge the attitudes and social acceptability of drunkenness among young UK adults, encouraging the to adopt tips for smarter drinking and to change their behavior.

From early September, more than 16,000 pubs and bars will carry campaign posters, drink mats or mirror stickers and more than 7,000 supermarkets, convenience stores and off licences around the country will present young adults with tips for smarter drinking using in-store signage.

Health Secretary Andrew Lansley said: “We will not succeed in tackling irresponsible drinking unless we address the demand side as well as the supply side. We welcome campaigns designed to help people make healthy choices, ones which reinforce positive social behavior instead of normalizing excess.”

ACS Public Affairs Director Shane Brennan said: “This Drinkaware campaign is an excellent example of how the industry can work together to make a tangible difference and reduce the worst excesses of binge drinking behavior”.