Diageo Responsible Drinking Campaign _Know When to Stop_ Image

Diageo has launched a campaign called ‘Know When To Stop’, designed to make people stop and think about overindulgence in the Christmas period.

Through a series of digital animations, the campaign shows what happens when common holiday pleasures like eating sweet treats, binge watching TV, and over-decorating your home can become one too many.

Launched across Diageo’s social channels, ‘know when to stop’ hopes to give this same message with alcohol, and is part of the company’s aim of reaching one billion people with dedicated responsible drinking messaging by 2030.

Kate Gibson, global director of Diageo in society, said: “We know the holidays are an important time of year for people to be getting together and celebrating. This campaign is a fun, festive reminder that there’s a happy limit to everything and the holidays are best enjoyed in moderation, be that drinking, eating, or binge-watching.”

As part of the campaign, Diageo commissioned a survey of adults in the U.K. to gauge people’s feelings and attitudes toward holiday indulgences and experiences. Nearly a fifth (17%) report they didn’t get to celebrate the winter holidays the way they wanted to in 2020 and plan on making up for it this year. More than one-third (35%) of people readily confessed to generally eating and drinking more during the holidays than any other time of the year.

The digital animations were created by an award-winning illustrator, Cari Vander Yacht: “I wanted to visually capture the sort of manic nature of ‘too much of a good thing’ which was central to the overall idea of moderation. I like tales of human folly, so I tried to capture that in a festive, over the top way.”

The global campaign has been designed to signpost adults to DRINKiQ , a global resource to help people make responsible choices about drinking, or not drinking, providing practical advice.

You can see the animation here