Charles Wells Ltd has joined forces with the British drinks industry in a £100 million social marketing campaign aimed at encouraging more responsible drinking among young adults and shifting attitudes towards drunkenness.

This initiative represents the largest ever media spend on responsible drinking messages. Developed by over 45 companies as the Campaign for Smarter Drinking, it is launched in partnership with independent charity Drinkaware and the Government and is intended to run for five years.

The campaign will use outdoor advertising, signs, drink mats in pubs and bars, on-drink and point of sale displays in retailers to deliver its message under the strapline: "Why let good times go bad?"

Wells and Young's is backing the campaign by featuring the logo and website on 100,000 Corona 12 packs, and an email will be sent to 3,500 Red Stripe subscribers. In addition, dripmats and posters have been sent to a number of Charles Wells pubs and the campaign will also be included in forthcoming CRISP courses.

It is designed to maximise the potential offered by the direct relationship drinks brands have with consumers. The campaign will not talk down to young adults or tell them what to do, which has been shown not to work. Instead it will emphasise the benefits of responsible enjoyment and offer practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely.

By both asking questions and reminding consumers about the importance of making smart choices, this campaign aims to shift the culture around alcohol by targeting those who drink to excess without punishing the majority of responsible drinkers.

Drinkaware Chairman Derek Lewis says:

"We welcome the industry's increased participation in tackling irresponsible drinking. The impact of alcohol misuse is a blight on individuals, communities and society with the financial, social and health impacts affecting us all. Making sure young adults have the right information about the effect of alcohol misuse on their health and well-being is an essential part of tackling the problem. From September, Drinkaware will deliver the campaign to consumers, ensuring they have the facts they need to make informed choices about drinking. Changing behaviour starts with education — and society as a whole stands to gain."