Alcohol awareness charity Drinkaware has launched the digital aspect of its five-year ‘Why Let Good Times Go Bad?’ campaign, developed by Enable Interactive.

Developing a Facebook-led strategy, the Drinkaware campaign uses its central message through out its Facebook page and accompanying applications as its main focus, supported by some of the world’s biggest drinks brands.

The application allows users to assign ‘drinking personas’ to their friends, which represent different behaviour and personality traits after a few drinks.

Through the app, users can let friends know if they’re more likely to be the ‘Flirt’, the ‘Loose Cannon or the ‘Wingman’, amongst others. When friends are assigned a persona, they’re notified via Facebook, and also receive one of the smart drinking tips to help them regulate their drinking.

Enable Interactive has also created a version of the application specifically for National Union of Students (NUS), which is working in partnership with Drinkaware to address the drinking culture amongst students.

 Chris Sorek, chief executive of Drinkaware, commented: “This campaign is all about delivering tips to help young adults have a good time and avoid getting excessively drunk. The ‘Good Times, Great Mates’ application does this in a fun way, and in an environment that 18-24 year olds are entirely familiar with. We know that most young adults are going to drink, but the fact that so many get into situations they later regret means we should nudge, not nanny them to change their behaviour and avoid getting into similar, repeat situations.”

Pubs, bars, phone boxes, supermarkets and off licences around the country will carry ‘Why Let Good Times Go Bad?’ posters, drink mats, stickers and shelf strips presenting young adults with tips for smarter drinking.