Trade unites in sensible drinking campaign

Around 40 drinks producers, pub operators and off-trade retailers have agreed to take part in a major marketing campaign to tackle binge drinking and drunkenness, the MA understands.

Named Project 10, the campaign is set to last five years. It is seen as a major step because it is the first time the trade has truely united behind one social responsibility campaign.

The plan originated from a meeting with Gordon Brown and trade leaders last November at 10 Downing Street - hence the name.

The idea is believed to be partly in response to the much-criticised KPMG report, which said the trade - particularly pubs and clubs - needed to up their game in terms of social responsibility.

A statement from the Project 10 said: "At the Prime Minister's summit late last year on alcohol misuse, industry leaders expressed their commitment to do more to tackle excessive drinking. Since then, leading companies across the drinks industry have come together to develop a proposal for an industry-wide social marketing campaign, which we have called Project 10, to help tackle alcohol misuse in our society.

"The industry wants to build on the progress that we are already making with Government in reducing the number of adults who regularly drink excessively. We recognise that the vast majority drink in moderation without causing harm to themselves or anyone else, but their enjoyment can be spoilt by the actions of a minority.

"Project 10 is intended to influence attitudes to the social acceptability of drunkenness and so challenge the minority to reconsider their behaviour. Some of our leading marketing experts have developed a campaign concept which has already attracted in-principle support from companies across the industry, large and small, including leading producers, on trade retailers and off trade retailers. This would potentially deliver a significant and sustained campaign over the next five years.

"We are now in discussion with Government departments to gauge their reaction to the Project 10 campaign proposal and discuss how it could work in the context of both existing initiatives, such as Know Your Limits, and any new Government proposals currently under consideration."