Independent research suggests alcohol awareness charity Drinkaware’s ongoing campaigns are starting to hit home with young drinkers. An analysis of 2010’s Why Let Good Times Go Bad? by Millward Brown found that 70% of the target audience of young adults were now more likely to consider drinking differently in the future as a result of the campaign advertising. The campaign, supported widely across the on and off-trade, also promoted a number of sensible steps to take before an evening out, including eating before drinking, pacing alcoholic drinks with water or soft drinks and looking after mates. Millward Brown found 77% of young adults claimed to have already adopted at least one of the tips and three quarters (74%) said they were likely to follow the tips in the future. Chris Sorek, chief executive of Drinkaware, said: “It’s great to see such promising results from the ‘Why Let Good Times Go Bad?’ campaign. Not only will this campaign ultimately help change drinking behaviour among young adults, it is also a very good model of successful partnership working between the private and voluntary sectors. “Planning for 2011 is already underway with campaign partners. It’s imperative that each year the campaign reaches more young adults and becomes even more effective in stimulating behaviour change. Challenging the social acceptability of drunkenness is a huge job, but this campaign is an important part of the solution.” Run in partnership with more than 40 companies from across the drinks industry and Coca-Cola Great Britain, the 2010 stage of the campaign generated outdoor media value of £5m and media-in-kind support valued at £19m.