Coming up; a national advertising campaign that aims to challenge attitudes and change behaviour among 18 to 24 year olds.
The £4m campaign includes a range of television, radio, print and online adverts designed to drive home the consequences of binge drinking to young adults.
The TV ads show the effects of binge drinking, as they focus on a night out that goes badly wrong. They ask the question ‘You wouldn’t start a night like this, so why end it that way?’
Home Secretary Jacqui Smith said the campaign ‘will challenge people to think twice about the serious consequences of losing control’.
Don Shenker, Chief Executive of Alcohol Concern, also backed the campaign. ‘Young men and women form the group most likely to binge drink,’ he said. ‘In many cases lead to involvement in accidents and violence, but bingeing can also be a precursor to later, harmful drinking behaviour.
‘It’s vital that we challenge the attitude widespread among young people that socialising must always involve heavy drinking.’
