Moderate drinking keeps you sexy

Singapore - Asia Pacific Breweries Singapore (APBS) and students from Nanyang Technological University (NTU) have introduced a drink-in-moderation campaign - Get Your Sexy Back - anchored by an online initiative.

"Being a responsible corporate citizen is part and parcel of our business, and we have had a long history of supporting community initiatives such as anti-drink driving, the arts, support for the elderly and recycling, among others. This time, we are pleased to be working with and mentoring this group of NTU students to help promote moderate drinking amongst the youth in Singapore," Bennett Neo, general manager of APBS, said.

The campaign's site provides the youth with information on how to keep their drinking in check on a night out with useful tools such as an alcohol-calculator and helpful drinking tips. It also contains personal accounts of campaign ambassadors, a group of forty youths who embody the campaign's motto of ‘moderation is the new sexy'.

The final-year Communications Studies undergraduates from NTU also used popular Facebook to help the campaign gather steam online, and encouraged visitors to the Getyoursexyback site to include a message on their MSN nicknames, and in turn urge their friends to visit the website.

Nightspots frequented by the youth which include Zouk, St James Power Station, Ministry of Sound and Timbre have pledged their support for the campaign and specially-designed posters and coasters have been put up at these outlets.

Other supporters of the Get Your Sexy Back campaign include Flesh Imp, The Singapore Traffic Police, WE CARE, Nokia, Clear Channel, SMRT Media and JCDecaux, Youth.sg, Whosgoing.sg and Omy.sg.

The campaign is targeted at youths aged 18 to 25 and is running from December 2007 to February 2008.