The COI has launched the Big Drink Debate in the West Midlands for the Regional Alcohol Group, created by Cogent Elliott and Brilliant Media.

The campaign aims to stimulate debate around the subject of people’s drinking habits and attitudes in the region, while gaining insights and data from the community. This will then be used to help formulate policy and programmes in the hope of promoting healthy drinking.

Cogent Elliott was appointed to promote the project in July following a three-way pitch and launched last week with a series of ambient stunts, on an offline advertising, PR, radio promotions and events which will run until November.

Nigel Smith from the Regional Alcohol Group comments, “The West Midlands has the third highest alcohol related death rate in the country, and this campaign is key for us to gain an understanding of attitudes around drinking from the regional community so we can tackle this issue.”

Participants are being directed to partake in a survey and online debate at www.bigdrinkdebate.co.uk.