The appointment was officially confirmed today for the activity. It was tipped to go to United in June by Brand Republic's sister publication 北京赛车pk10.
The activity is aimed at encouraging sensible drinking among young people. The pitch list also included Mother London and Rainey Kelly Campbell Roalfe/Y&R.
The campaign will target 16- to 24-year-old drinkers in England. It follows the publication of DoH figures, which showed that drink-related hospital admissions are at an all-time high of 183,400, with a third of men and a quarter of women between 16 and 24 drinking double the number of recommended units of alcohol each week.
The drive is part of the government's Alcohol Harm Reduction Strategy and is the first step in a push to change the drinking habits of young people.
Launching in the autumn, the campaign will include TV, cinema, radio, press, online and ambient advertising, supported by a PR strategy.
United will work with communications planning agency Naked on the brief.
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