Diageo Great Britain is looking to unveil what it claims to be the first fully integrated national responsible drinking campaign by a drinks company in the country this week.

The company said today (7 November) that the campaign, entitled 'The Choice is Yours', will premiere on UK television tomorrow and has been designed to "complement the Government's responsible drinking activity this winter". Diageo added that the campaign should "ensure a sustained responsible drinking message reaches consumers in the lead up to the festive season".

To illustrate this, the initiative has been timed to air in the four weeks flanked by last month's Department of Health 'Know Your Limits' advertising and next month's Department of Transport's anti-drink driving campaign, and will be supported by outdoor, print advertising and the digital launch of the website, www.thechoiceisyours.com.

Diageo GB managing director, Benet Slay, said: "This campaign underlines Diageo GB's commitment to work in partnership with the Government and all our stakeholders to promote responsible drinking. We will continue to invest and look at new ways to reach consumers with this message so they are in a position to make informed choices when enjoying our brands."

The campaign builds on the company's recent responsible drinking television advertising that ran in May. Evaluation results have shown that responsible drinking advertising is an effective way of raising awareness, with Diageo claiming that 80% of people who viewed the adverts said they made them question their drinking habits, and 66% said they would reconsider how they drink in future.