Sense Group ramps up drink-aware campaign

The three Be Drink Aware campaign videos highlighting alcohol moderation released on YouTube by The Sense Group (TSG) have been viewed by tens of thousands since their launch last August.

Concurrently, TSG has accelerated its ongoing activity on its Drink Aware Malta Facebook page, including monthly campaigns, and continues to attract high numbers with the highest reach peaking at over 30,000 people.

A television campaign last month also ensured the message was out there and viewed as widely as possible.

“For TSG, 2014 was one of our busiest years with messages and campaigns running regularly throughout the year,” Ray Grech, TSG’s Director General, said. “The dangers of toying with alcohol are well explained in our TSG’s www.drinkawaremalta.com site and have been repeatedly pronounced in our campaigns over the years. This is not only a Christmas time or end of year festivities message.

“The appeals for alcohol moderation are heeded by most consumers, but efforts are still needed – all year round and for a long time to come – to ensure that everyone adheres to this culture and understands that limits actually help us to continue enjoying life,” Grech said.

“Of course, the key message at this time is to avoid driving after drinking and nothing portrays the dangers of driving under the influence of alcohol better than the video we launched on line this year named Be Drink Aware: Out Of Control.”

Founded in the late 1990s by producers and importers of alcoholic beverages, TSG promotes programmes and practices that create a positive role for alcohol in the Maltese society and addresses issues related to alcohol abuse and misuse.