Diageo has launched a new influencer-led campaign on the dangers of underage drinking, following research commissioned by Community Alcohol Partnerships (CAP).
Although the UK is making progress in reducing levels of underage drinking, with policies such as Challenge 25 helping deter youngsters from buying booze, 71% of 11–15-year-olds have said that parents and carers are their main source of alcohol. Furthermore, a study by CAP into parental attitudes towards alcohol supply has shown that, contrary to official guidance, 53% of parents have allowed, or would allow, their children to have an alcoholic drink.
In response CAP’s latest findings, Diageo’s GB-wide digital activity reminds parents and carers that an alcohol-free childhood is the safest option for their children. The six-week campaign sees four family influencers use reliable and informative social content, co-created with Diageo, to help spark a conversation about trends in underage drinking. It doesn’t promote any alcoholic beverages.
The four influencers involved are ‘Dadlife’ author and father of four Simon Hooper, The Only Way is Essex star and foster carer Debbie Bright, fitness instructor Javeno Mclean, and LGBTQ+ parenting bloggers Jamie and Tom. The content is being shared on Facebook and Instagram to the influencers’ combined 1.2 million followers. The campaign also directs parents, carers and guardians to DRINKiQ, Diageo’s dedicated responsible drinking website.
