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The Scottish
Football Association team up with Diageo
in targeted responsible drinking
campaign.
The Scottish Football Association has
teamed up with distilling company, Diageo
in a major new alcohol
education campaign with the goal of
reaching a million Scots with
responsible drinking messaging.
The Drink Positive campaign will use the
William Hill Scottish Cup as a platform
to encourage football fans, coaches and
players to be aware of the effects
alcohol has on the body and to encourage
moderate drinking as part of a healthy,
balanced lifestyle.
Amateur football coaches across Scotland
will receive alcohol awareness training
through the campaign to equip them with
the facts and messages on how alcohol
impacts sporting performance. Through
this training, they can build
responsible drinking messaging into
every coaching session, reaching tens of
thousands of amateur players across the
country.
Fans will also be targeted with media
messaging and engagement to raise their
awareness of the harmful effects of
alcohol misuse through the DrinkIQ
website (www.drinkIQ.com), which
delivers engaging alcohol education,
including alcohol unit and calorie
calculators to encourage people to drink
in moderation.
Diageo’s 3,500 employees in Scotland
will also be engaged as part of the
campaign to build on the work they
already do as responsible drinking
ambassadors, taking the Drink Positive
campaign message to friends and family
across the country.
The campaign was launched at Hampden
stadium with a team of Diageo
responsible drinking ambassadors meeting
Scottish footballing hero James McFadden
(free to use photography shared with
picture desks).
Announcing the campaign, Charles
Ireland, General Manager for Diageo GB,
Ireland & France, said: "We want people
to really understand the effects of
alcohol misuse and to drink in
moderation. The power of football to
reach people and to connect with them is
massive and we are delighted to be
working with the Scottish FA to harness
that power and use it to positively
transform the way people think about
alcohol in Scotland and the way they
drink alcohol."
James McFadden, Scotland Assistant
Coach, said: "Alcohol and football are a
common pairing, but it’s important for
fans to recognise the dangers of
excessive drinking. Our new partnership
with Diageo will help to spread the
message to fans of Scottish football
that responsible drinking is vital."
Chris Rawlings, Commercial Director of
the Scottish FA said: "We are delighted
to have the support of Diageo to convey
such an important message. Football
plays an integral role in communities
across Scotland and, as such, it is our
responsibility to use the platform we
have to promote a balanced approach to
alcohol consumption."
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