DB Awards: Responsible Drinking Campaign of the Year

It did not take our judges long to award the gong to the Campaign for Smarter Drinking, with its tagline "Why let good times go bad".

Judges said the campaign "stood out for its decisive and effective approach to a sensetive and difficult topic: shifting attitudes towards drunkeness".

As many as 45 of Britain's best-known companies colluded to come up with the campaign, as well as raise the necessary £100 million in funding.

The result was unveiled in 2009 in partnership with both Drinkaware and the UK government, and marked the largest-ever social marketing project to promote responsible drinking.

The judges offered particular praise for the innovative and humorous techniques employed by the campaign in order to engage a youthful audience.

"The take-up of the campaign has been fantastic," said one judge, while another noted not only the money  committed by the trade, but also the "spend in kind" incorporating time and expertise.

Importantly, judges said it had "shown industry leadership – which is what the drinks industry was asked to prove by the health minister".

Time is running out to get your entries in for the 2011 Drinks Business Awards, with the deadline set for Thursday 31 March.

If you think your organisation has what it takes to make an impact on our judges this year, or to enter any of the other personality, marketing or business categories, click here.

Winners will be announced at a glittering ceremony during the London International Wine Fair in May.