The Sense Group (TSG) has increased its momentum to its summer responsible drinking campaign with an advertising campaign on the four major radio stations and the three main online news media in Malta.

The web banner adverts and the radio commercials focus on generating awareness about responsible drinking and, direct listeners and viewers to www.drinkawaremalta.com . This site provides consumer information about various aspects of drinking alcoholic beverages. Earlier this year TSG joined the global Drink Aware initiative.

TSG’s Chief Executive, Mr Joe Farrugia, said: “TSG’s ongoing 2010 campaign aims to educate through ongoing persuasion based on common sense and by offering practical recommendations. Experience and history have taught us that, in this sector, draconian measures have never led to curbing abuse but, on the contrary, generated more societal harm.

“Therefore, our main thrust in combating alcohol misuse is to achieve increased levels of awareness in a consistent manner. For us, our ongoing challenge is to constantly highlight moderation in the consumption of alcohol drinks by adults,” explained Mr Farrugia.

TSG was founded in 1997 with the general objective of promoting a moderate drinking message among the Maltese population. TSG has been active through its campaigns to minimise alcohol abuse related harm through numerous, targeted initiatives that are recognised as being among the best examples of corporate social responsibility in Malta.