All tiers of the beverage alcohol have a vested interest and a commitment to keeping alcohol out of the hands of underage drinkers.
Wine & Spirits Wholesalers of America (WSWA) and the Distilled Spirits Council of the United States (DISCUS) has partnered with Responsibility.org to launch the Think Responsibly, a campaign aimed at increasing responsible drinking choices among millennials of legal drinking age.
As part of the campaign, Think Responsibly ads will encourage visitors to take a quiz on responsible drinking. The quiz, along with online messages, will be measured by a Facebook Brand Lift Survey to determine how well the campaign lifts a millennial's intention to drink responsibly.
"Our member companies recognize the importance of social responsibility. It is inherent in the way we run our businesses," said WSWA President and CEO Michelle Korsmo. "WSWA is excited to partner with Responsibility.org and DISCUS in making the Think Responsibly campaign a key part of our members' efforts by promoting this important message in their communities."
In developing the campaign, a national survey of 1,021 adults 21-28 years of age, who are current drinkers, measured attitudes towards drinking alcohol and drinking behaviors, and tested creative campaign approaches in order to validate focus group findings and determine which concept resonated best among millennials. Think Responsibly is the campaign concept that resonated most with this adult demographic. The results found that one-third of millennials do not currently use tools or resources to help them drink more responsibly. However, six out of ten are interested in new tools and techniques to achieve this.
For more information, to include taking part in "Think Responsibly," visit https://www.responsibility.org/.