The marketing push, an extension of the 'Enjoy Heineken Responsibly' programme, will use both internet and mobile telephone technology. Heineken claims the campaign, which is created by Red Brick Road, is the first of its type in the alcohol communication arena.
Melinda Eskell, Heineken brand communication manager, said: 'We are committed to playing our part in helping to address alcohol misuse and we want to encourage communication of the serious messages about responsible drinking.
'Consumer research tells us that our target audience is open to discuss the subject but wants to do so in a way that is relevant and appropriate to them. Our digital approach facilitates this and will allow a level of interaction and engagement vital to getting the message across,' she added.
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