Heineken has launched a new global responsible drinking campaign aimed at drawing younger consumers' attention to moderate alcohol consumption.

The brewer has linked up with Dutch DJ Armin Van Buuren on the initiative 'Dance More, Drink Slow'. The campaign, which is being rolled out in around 20 countries, will be backed by a series of “integrated experiential activities” targeting young adults during nights out, Heineken said.

The project includes a track recorded by van Buuren called 'Save My Night', which Heineken says “encourages and celebrates moderation during a night out”. A film 'The Experiment' (above) has also been launched which is meant to show how a DJ can influence the speed at which revellers drink in a club. 

Alexis Nasard, Heineken's global chief marketing officer & Western Europe president, said:"Heineken wants to contribute to the positive role of beer in society, by making moderation aspirational for consumers.

He added: “We believe that we can be more effective in making positive behaviour aspirational by utilising our creativity and tackling the issue of abuse in an engaging and relevant way.” 

The campaign builds on the brewer's 'Enjoy Heineken Responsibly' message, which started in 2004 and features on bottles and cans of the company's flagship lager.