This year saw Drinkaware’s ‘Why Let Good Times Go Bad?’ campaign rolled out to students unions across the UK as part of a 5 year, £100 million commitment to tackling the social acceptability of drunkenness among young adults.
The campaign, now in its second year, and with support from 40 companies from across the drinks industry, recommends that people should eat before drinking, alternate alcoholic drinks with soft drinks; and look after friends. The 2010 stage of the campaign generated outdoor media value of £5 million and media-in-kind support valued at £19 million. Around £17,000 was spent on materials for welfare officers and students’ unions, with this figure set to increase throughout the year.
An independent evaluation of the 2010 activity showed that 70% of the target audience are more likely to change their drinking habits as a result of the campaign. Results also show that 77% of young adults claim to have adopted at least one of the three tips recommended by the campaign, and three quarters (74%) say that they are likely to follow the tips in the future.
NUS Vice President Welfare Ben Whittaker said:
“It’s brilliant to see such promising results from the ‘Why Let Good Times Go Bad?’ campaign, and it’s important to recognise the impact that welfare officers and their student’s unions have had.
“With your help, we can continue to roll out this campaign in ever more effective ways and ultimately change the drinking behaviour of students and young adults across the country.”
Drinkaware Chief Executive Chris Sorek said:
“Planning for 2011 is already underway with campaign partners. It’s imperative that each year the campaign reaches more young adults and becomes even more effective in stimulating behaviour change. Challenging the social acceptability of drunkenness is a huge job, but this campaign is an important part of the solution”
If you have anything that you’d like to see in next year’s campaign, then please get in touch with Madeleine Harris Smith(Madeleine.firstname.lastname@example.org