The Portman Group, which is co-ordinating the initiative, is to ask major UK media owners to donate ad space. The organisation will also call on the expertise of senior marketers at retailers such as Tesco and Sainsbury's, as well as those in the off-trade sector.
Once it has established the scale of the campaign and developed a fully costed proposal, the group will begin a search for an ad agency.
'There's a growing movement among the drinks industry to use its marketing to promote responsible drinking,' said Portman Group chief executive David Poley.
Don Shenker, the chief executive of Alcohol Concern, welcomed the initiative but also called for fewer pub promotions such as 'happy hours'.
The initiative was the product of a seminar held last week attended by government officials and drinks industry representatives. The event showcased the work being done by Portman Group members to promote responsible drinking.
Bacardi-Martini revealed that it would promote a 'don't drink and drive' message during November and December, when incidences tend to peak as the festive season gets under way.
It also emerged from the meeting that a second summit on responsible drinking hosted by Gordon Brown will take place in the coming months at Downing Street.
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