Fergus Finlay, the chairman of a new responsible drinking campaign funded by a Diageo has promised that if it is not independent, that the campaign will not happen. He says he was sceptical when first approached by Diageo to work on the 'Stop Out of Control Drinking' campaign, but says the group has a written memorandum of understanding from the drinks giant that it can act independently.
The campaign, aimed at shifting unhealthy attitudes towards drinking in Ireland, plans to spend about €1 million, with a large slice of funding going towards advertising, meetings and a digital campaign.
Everyone involved is working on a pro-bono basis with no fees or payments involved, according to fellow board member, Labour Relations Commission Chief Executive Kieran Mulvey.
However, social campaigner Ruairi McKiernan, who works with a number of youth organisations, has said the campaign does not have credibility because of the involvement of the drinks industry. He claimed it is an attempt by Diageo to make the public feel "feel warm and fuzzy about them," and expressed surprise that Finlay became involved.
© 2015 - Checkout Magazine by Jenny Whelan.
