Press Release - Launch Of New Multi-Million Binge Drinking Advertising Campaign 17 June 2008
A new, hard-hitting national advertising campaign to drive home the serious consequences of binge drinking to 18 to 24 year olds was unveiled today by Home Secretary Jacqui Smith.
The £4 million campaign, which includes a range of television, radio, print and online adverts, is designed to challenge prevailing attitudes and change behaviour among young adults who binge drink. It poses the question: ‘You wouldn’t start a night like this, so why end it that way?’
The centrepiece of the campaign is two new television adverts that graphically highlight the consequences of binge drinking by reversing the sequence of a night out gone wrong. The adverts show a man and woman getting ready at home for a night out. They end with the man leaving home bloody and damaged and the woman closing her front door with smeared make-up and vomit in her hair.
The campaign is part of a wider package of measures already put in place by the Government since the Alcohol Strategy was published last year to tackle harmful drinking across the board, including:
- New laws to tackle underage drinking in public;
- National police campaigns to confiscate drink from young people and clamp down on irresponsible retailers;
- Tougher sanctions for premises that sell alcohol to young people;
- National trials of short sharp shocks for people arrested for alcohol related offences; and
- Independent research into the links to alcohol pricing and promotions and the harm they cause.
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