There is evidence for effectiveness of:
Mass media campaigns in affecting knowledge and attitudes rather than having a sustained effect on drinking behaviour
Scottish policy note
The recent alcohol policy framework; ‘Changing Scotland's Relationship with Alcohol: A Framework for Action’ (2009) commits to government continuing to work with health and industry partners, where appropriate, on the promotion of messages to help people change their behaviour, and on joint initiatives such as Alcohol Awareness Week.
Ludbrook, A. (2004) Effective and cost-effective measures to reduce alcohol misuse in Scotland. An Update. Edinburgh: Scottish Executive
World Health Organisation (WHO, 2009) Evidence for the effectiveness and cost–effectiveness of interventions to reduce alcohol-related harm. World Health Organisation: Europe.
Babor, T. Caetano, R. Casswell, S. Edwards, G. Giesbrecht, N. Graham, K. et al. ( 2010) Alcohol: No Ordinary Commodity. Research and Public Policy. 2ND Edition. Oxford: Oxford University Press.