Diageo, maker of Gordon’s, Guinness and Johnnie Walker, launches new influencer-led marketing campaign on the risks of underage consuming, following analysis commissioned by Neighborhood Alcohol Partnerships (CAP). Though the UK is making progress in lowering ranges of underage consuming, with insurance policies akin to Problem 25 serving to deter younger individuals from buying alcohol, 71% of younger individuals between the ages of 11-15 have stated that oldsters and carers are their predominant supply of alcohol. Moreover, a research by CAP into parental attitudes in the direction of alcohol provide has proven that, opposite to official steering, 53% of oldsters have allowed, or would enable, their kids to have an alcoholic drink.
Responding to CAP’s newest findings round parental provide, Diageo has launched a GB-wide digital activation serving to to remind mother and father and carers that an alcohol-free childhood is the most secure choice for his or her kids. Over a six-week interval, the marketing campaign will see 4 well-liked household influencers use dependable and informative social content material, co-created with Diageo, to assist spark a dialog about tendencies in underage consuming. The marketing campaign won’t promote any alcoholic drinks.
The 4 influencers concerned within the initiative are: ‘Dadlife’ writer and father of 4 Simon Hooper (@father_of_daughters), The Solely Method is Essex star and foster carer for over 250 kids Debbie Shiny (@xdebbietowiex), health teacher Javeno Mclean (@jhealthjaveno) and LGBTQ+ parenting bloggers Jamie and Tom (@daddyanddad). The influencers have been rigorously chosen due to their capability to succeed in and have interaction the important thing audience, with compelling content material that communicates a robust underage consuming message. The influencers symbolize all kinds of ages, backgrounds and household experiences, making certain the marketing campaign message resonates with a broad viewers. They’ve additionally been chosen due to their private insights into household life and managing the challenges of guiding and supporting younger individuals of their life selections.
Aiming to succeed in mother and father and carers the place they’re, the content material is being shared on Fb and Instagram to the influencers’ mixed 1.2 million Instagram followers. The marketing campaign will even direct mother and father, carers and guardians to DRINKiQ, Diageo’s devoted accountable consuming web site that gives info and a spread of recommendation and assets to encourage moderation.
Kate Winstanley, Director of Neighborhood Alcohol Partnerships, stated: “I’m delighted to see Diageo proceed their work in tackling underage consuming, too few mother and father perceive that Authorities recommendation is that kids ought to have a primarily alcohol-free childhood. We welcome this progressive marketing campaign and hope that it encourages mother and father and carers to consider the risks of underage consuming.”
Nuno Teles, Managing Director Diageo Nice Britain, stated: “As a father of 4 myself, I’ve typically mirrored on the significance of a cheerful and wholesome childhood and what that appears like for my household. The decline in underage consuming within the UK is encouraging, and it’s nice to see initiatives just like the Problem 25 coverage assist drive this variation. We hope this marketing campaign helps define the dangers of alcohol consumption amongst younger individuals, offering mother and father throughout the nation with an interesting supply of recommendation and knowledge round how they’ll finest assist their kids.”
Debbie Shiny, Influencer, stated: “All of us need to maintain our youngsters secure and wholesome nevertheless it’s positively simple to underestimate the impression our behaviour can have on our children. As a father or mother and foster carer to greater than 200 kids, this marketing campaign actually resonated with me, so I used to be very happy to get entangled and assist share this vital message concerning the dangers of underage consuming to folks and carers throughout the UK.”
Selling moderation and addressing the dangerous use of alcohol is a core pillar of Diageo’s 10-year ESG motion plan, Society 2030: Spirit of Progress, which features a goal to teach 10 million younger individuals, mother and father and lecturers on the risks of underage consuming.
As a part of this work, Diageo’s long-standing theatre schooling programme SMASHED has to date reached over half 1,000,000 college students within the UK and is delivered in each continent. In September, in keeping with related campaigns activated around the globe, Diageo additionally delivered a accountable consuming marketing campaign to coincide with college college students beginning the brand new tutorial yr, which ran on digital outside websites throughout campuses in England, Scotland and Wales.
The put up DIAGEO LAUNCHES INFLUENCER-LED CAMPAIGN TO SUPPORT PARENTS TO TACKLE UNDERAGE DRINKING appeared first on Bar Journal.
