Department for Children, Schools and Families appoints Red for underage drinking brief

by Matt Cartmell, prweek.com 02-Nov-09, 17:00

The Department for Children, Schools and Families (DCSF) has appointed The Red Consultancy to handle a drive against underage drinking.

Red will lead the PR strand of its campaign strategy as part of its Youth Alcohol Action Plan.

Red was selected over Freud and Iris in a competitive pitch managed by The Central Office of Information (COI).

The campaign, which is due to launch early next year, aims to influence the attitudes and behaviour of children, young people and their parents and carers. It is targeted at 13- to 16-year-olds.

The aim is for all young people in England to grow up to have a safe and sensible relationship with alcohol.

The DCSF campaign will complement existing Department of Health and Home Office campaigns.