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£100 Million Social Marketing Campaign To Encourage Responsible Drinking Announced, UK. Following Gordon Brown’s meeting at Downing Street with Britain’s top drinks industry executives he called for them to harness their considerable marketing powers to drive for change in social norm and cultural attitudes towards alcohol in the UK. This has resulted in Project ‘N’ – a collaboration of the not inconsiderable resources of top companies throughout the UK. (Source: Medical News Today, 7/17/09) (With our comment: The British Government lets the alcohol industry do their prevention. It won’t work. But the big problem is that now there will be no effective prevention by the government for five years in order not to undermine the evaluation of this programme.)