Government launches anti-binge campaign

The Department of Health and the Home Office have teamed up to produce a hard-hitting campaign aimed at tackling the issue of binge drinking among 18-24 year olds. The government has invested £4 million in the Know Your Limits strategy, which targets young drinkers via TV, cinema, print, radio and online media.

Public Health Minister Caroline Flint explains: “We are not trying to demonise alcohol or stop people enjoying themselves. This is about encouraging young people to still have a good time but know their limits… this high profile advertising campaign will support the actions that the government is taking to tackle the problem of alcohol related harm, and we hope it will create a culture where drinking responsibly is the norm."

The TV ad – which aired for the first time on Monday – depicts a young man showing off in front of a hen night. But his super hero-esque invincibility does not last. He falls from scaffolding and the ad ends with him sprawled on the floor. It employs similar shock tactics to those previously used by the government in campaigns about smoking and drink driving. It is supported by an information-packed website, www.knowyourlimits.gov.uk

The campaign has been developed in conjunction with The Drinkaware Trust, and has been welcomed by the trade. Portman Group chief executive David Poley explains: “Drinks companies have no wish to see their products misused by binge drinking young adults. We therefore warmly welcome this government campaign which complements the educational work already carried out by the industry.”

In other news on the government’s drive to promote responsible drinking, it is reported that it may be considering proposals to put health warnings on bottles of wine and spirits.

© db 18th October 2006