Campaign gives students unit warnings

Diageo has launched a new campaign called 'Are you on top of your game?' to promote responsible drinking at university bars.

The initiative, which runs until the end of the month, uses point of sale (PoS) themed around bar games to deliver responsible drinking messages to students during the exam period.

Research commissioned by Diageo reveals that 67 per cent of students consider exams to be their biggest source of stress and one in five (22 per cent) admit to drinking more when they are feeling under pressure.

And while over half (52 per cent) of all students see drinking as a big part of the student lifestyle, the same proportion (51 per cent) admit that drinking too much is stopping them from performing at the top of their game.

The campaign aims to educate students on the alcohol units in different drinks using a selection of PoS items, themed around typical pub and bar games such as pool, darts and football.

As well as highlighting how many units there are in each drink, the campaign also reminds students that one drink doesn't necessarily equal one unit of alcohol.

Anthony Walker, corporate relations executive at Diageo GB, said: "With exam season in full swing, the campaign comes at a time when students can consume more alcohol than they would normally, as a way of combating exam stress.

"By raising awareness we hope to encourage students to make responsible drinking choices in line with the Department of Health's recommended daily guidelines for alcohol units. The pool balls in particular bring this idea to life, highlighting the units in a range of popular drinks in a way that is interactive and engaging.

Throughout the campaign, students are also referred to The DrinkAware Trust's website www.drinkaware.co.uk​ where they can find out more information.