Funding Drinkaware and “Why let good times go bad?

As part of the Public Health Responsibility Deal, the British Beer and Pub Association and other industry members pledged to maintain at least through to 2013 the levels of financial support and in-kind funding not just for Drinkaware but also for the “Why let good times go bad?” campaign. Costing £100 million over five years, the campaign was cited in the UK government’s 2012 alcohol strategy as a good example of how to make appropriate information easily accessible for young adults. Research by Millward Brown showed that 80 percent of 18-24 year olds claimed to have adopted at least one of the campaign tips to help them moderate their drinking.