Diageo has announced it is to roll out its responsible drinking campaign across the UK following a regional trial last year. The company says an evaluation of the campaign found consumers were eager for the industry to play a role in promoting responsible drinking. The company claims 92% of those surveyed following the original campaign, which ran in London, Manchester and Nottingham last year, thought it was good to see an alcoholic beverage company advertising responsible drinking messages.

Fifty seven per cent said they would reconsider how they drink as a result of the campaign while 75% said the campaign made them question their drinking habits.

The Many Me and Mirror advertisements, which feature the strapline 'Don't see a great night wasted' and 'Make sure you like what you see', will run across terrestrial and satellite channels.