On-trade

Irish Responsible Drinking initiative presented to European body

As a model of best practice at EU level, DARE2BDRINKAWARE.ie, organised by drinkaware.ie in association with the Digital Hub Development Agency, was invited to present to the European Alcohol and Health Forum (EAHF) in Brussels recently in recognition of the competition’s success in promoting a responsible drinking message to young people in Ireland.

The EAHF was established by the European Commission to support the implementation of the EU Alcohol Strategy and members include representatives from public health bodies, the media and advertising industries, alcohol producers, research institutions and health, consumer and youth NGOs.
 
The Irish film and multimedia competition promotes the responsible use of alcohol amongst third-level students and has been running since 2007. Over the past five years hundreds of students from around the country have taken part.  Participants are asked to submit short films or multimedia projects that focus on responsible drinking and related issues. The 2012 competition was launched in recent weeks and focuses on the theme of ‘drinking in a home environment’.
 
Commenting from Brussels, the Chief Executive of drinkaware.ie Fionnuala Sheehan said the EAHF invitation was proof that DARE2BDRINKAWARE.ie was having a strong impact on its target audience.

ends

Sign up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's Free