Diageo Northern Ireland has launched a campaign to promote responsible drinking in the lead up to Christmas.

Based on the idea that drinking too much has a negative impact on evenings out, this campaign builds on 'The Choice is Yours' campaign of 2007, Diageo said yesterday (10 November). 

The poster ads show the image of someone drinking and having a great time with friends on a night out. However, the posters also show how drinking irresponsibly can ruin a night out, emphasising that "everyone has a choice".

The campaign will be displayed at prominent sites in towns, villages and cities across Northern Ireland.

The move was announced on the same day that an influential body of MPs in London called for minimum drinks prices, strict limits on promotions and a new mandatory code of practice for the industry, in order to tackle alcohol-related harm.

Diageo's outdoor activity in Northern Ireland is part of a global programme to combat alcohol misuse, and one of a series of initiatives that Diageo is announcing to communicate with consumers the need to drink responsibly.

"Diageo is committed to changing attitude and behaviour towards irresponsible drinking," said Allison Offor, head of corporate relations for Diageo Northern Ireland. She add that Diageo was "leading industry initiatives to bring about change."