Diageo launches DRINKiQ campaign to educate on alcohol

New DRINKiQ initiative to help UK consumers make positive choices during the busy festive period


Diageo today launches a new consumer-facing education campaign to help people understand how alcohol effects the body and promote positive choices over the festive period and beyond. The new campaign videos and Instagram Stories will launch on digital channels and social media this week before appearing in a major out-of-home activation at London Bridge station during December.

The new campaign aims to educate consumers on the factors that affect how alcohol is processed, such as age and gender, the amounts of alcohol in popular festive drinks, and the time it takes for the body to process a unit of alcohol. The materials are designed to encourage people to find out more through Diageo’s global responsible drinking website DRINKiQ.com where useful tools such as a drinks calculator and an interactive e-learning module on alcohol can be found.

In December, the campaign videos will also be shown at London Bridge station – one of London’s busiest commuter hubs, which has an estimated daily footfall of 130,000 people – to help people make positive choices about alcohol over the festive period.

DRINKiQ campaign at London Bridge station

Diageo's new DRINKiQ campaign at London Bridge station

The campaign is being launched as part of Drink Positive, Diageo’s annual campaign that encourages Diageo employees, business partners and customers to be advocates for promoting moderation and tackling alcohol misuse.

The new campaign is being trialled in the UK before being rolled out globally in the new year and is part of Diageo’s ambition to train 10 million people to make better decisions about alcohol by 2025 through education tools such as DRINKiQ e-learning.

“We want everyone who enjoys our products this festive period to do so moderately and responsibly, but we know that talking to people about responsible drinking in an engaging way is not easy. This new campaign seeks to educate and entertain through bite-sized content that is designed to grab people’s attention online, on social media, and even in busy locations like London Bridge station.”

Dan Mobley
Dan Mobley

Corporate Relations Director