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A5. Support for Drinkaware
1 January, 2013
Submitted: 17 April, 2014
Please describe how you have supported Drinkaware over the last year.
Mitchells & Butlers continues to be a major funder of the Drinkaware Trust. The Trust's aim is to promote responsible drinking by finding innovative ways to challenge the national drinking culture. In turn, this helps reduce alcohol misuse and minimise alcohol-related harm.
Mitchells & Butlers supported Drinkaware's Spot the Difference Campaign to encourage drinkers in Glasgow to swap their usual drink for a lower alcohol version. The pilot campaign, which ran in September and October 2013, was developed by Drinkaware and the Scottish Government Alcohol Partnership.
The main aim of the campaign was to encourage 25-44 year olds to switch to a lower ABV drink and therefore reducing the indivduals unit intake, and the risk of long and short term health harms associated with excessive alcohol consumption.
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