The campaign, which is not expected to be revealed for two to three months, will involve TV advertising to change attitudes to problem drinking, which is said to be costing Scotland £1bn a year in sick days and lost productivity.
It is understood that an ad agency has been appointed to handle the work, but no details have been revealed because the campaign is still some way off.
The ad campaign will be one aspect of a many-tiered initiative to curb problem drinking in Scotland's towns and cities.
The ads will be backed by extra training for bar staff on how to deal with problem drinkers, along with education targeted at children.
There will also be extra funding for local alcohol action teams, a national framework for alcohol support services will be published, a new liaison officer appointed, and GPs, consultants and other health professionals will be asked to record problem drinking so patterns can be identified.
Mary Mulligan, Scotland's deputy health minister, said: "Shifting to a culture of more sensible drinking can not be achieved overnight, nor can central government be expected to achieve it in isolation. We do not intend to dictate how people live their lives. But we can and will work to encourage and support a change in behaviour."
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