The drinks giant, Diageo, is planning to launch a campaign aimed at reducing the problem of binge-drinking in the UK.
Diageo has asked its principal advertising agencies, J. Walter Thompson, Abbott Mead Vickers BBDO, Bartle Bogle Hegarty, Mother and Miles Calcraft Briginshaw Duffy, to pitch for the campaign.
In the light of the increase in binge-drinking, drunkenness and alcohol-related violence, political support for further curbs on alcohol advertising has been growing. The industry body which speaks on alcohol policy, The Portman Group, has called for companies to introduce campaigns promoting responsible consumption.
The UK government has called for consultation with a wide range of groups, including alcohol companies, on how violence in and outside pubs might be reduced.
