Diageo Northern Ireland has launched an outdoor advertising campaign to communicate responsible drinking with consumers in the lead up to the festive season.
The campaign will be displayed at prominent sites including bus shelters and poster sites, as well as on buses and phone booths in towns, villages and cities across Northern Ireland.
Based on the insight that drinking too much has a negative impact on evenings out, this initiative builds on ‘The Choice is Yours’ campaign of 2007. The advertisements show the images of someone drinking and having a great time with friends and enjoying the night out. However, the posters also highlight the flip side to show how drinking irresponsibly can ruin a night out and shows that everyone has a choice.
The outdoor activity is part of a sustained global programme across Diageo to combat alcohol misuse.
Diageo Northern Ireland head of corporate relations Allison Offor said: “As the first drinks company to undertake responsible drinking advertising campaigns, we are making significant investment and are leading industry initiatives to bring about change.
“Since we launched our first campaign in May last year followed by the fully integrated ‘The Choice is Yours’ we have continued in our promise to work in partnership with other stakeholders, including government departments, universities, law enforcement and of course the industry to encourage consumers to consider the consequences of drinking irresponsibly.”