The Sense Group has added further momentum to its summer responsible drinking campaign with the launch of an advertising campaign on the four major radio stations and the three main online news media.

Following hot on the heels of the feast magazine press campaign entitled “Tkunx il-Buffu tar-Rahal” launched earlier this summer, the web banner adverts and the radio commercials have two aims the prevention of alcohol-related harm. Firstly, they focus on generating awareness on responsible drinking and, secondly, they direct listeners and viewers to www.drinkawaremalta.com. This site provides consumers with information about various aspects of drinking alcoholic beverages. Earlier this year, TSG joined the global Drink Aware initiative.

TSG’s Chief Executive Joe Farrugia said: “TSG’s ongoing 2010 campaign aims to educate through persuasion based on common sense and by offering practical recommendations. Experience and history have taught us that, in this sector, draconian measures have never led to curbing abuse but, on the contrary, generated more societal harm.

“Therefore, our main thrust in combating alcohol misuse is to achieve increased levels of awareness in a consistent manner. For us, our ongoing challenge is to constantly highlight moderation in the consumption of alcohol drinks by adults,” explained Mr Farrugia.

TSG was founded in 1997 with the general objective of delivering a moderate drinking message to the Maltese population. TSG has been active in its campaigns to minimise alcohol abuse related harm through numerous, targeted initiatives that are recognised as being among the best examples of corporate social responsibility in Malta.