27 August, 2008
Page 5
Pernod Ricard USA has launched an advertising campaign to discourage drink driving, under-age consumption and binge drinking.
The campaign draws attention to many of the excuses associated with drink-related antisocial behaviour and includes press advertising, financial backing for selected organisations involved in alcohol issues, and educational tools for parents and teenagers.
A PR element of the campaign is being fronted by Dr Alfred R Mele, a professor at Florida State University and author of Self-Deception Unmasked, who has contributed a quiz on a new website, acceptresponsibility.org.
Pernod Ricard USA chief executive Alain Barbet said: "Although the vast majority of adult Americans who drink do so in moderation, and the incidence of under-age drinking is declining, we have an obligation to fight against irresponsible consumption.
"Our new campaign focuses on recognising and overcoming enabling excuses ."