Government campaign launched to fight excessive drinking
A new government campaign urging young people to know their limits when they have a drink is launched today.
The Know Your Limits advertising campaign illustrates a series of different scenarios where young people, thinking they are 'superheroes' while drunk, take risks with their health and safety.
The joint Department of Health and the Home Office campaign primarily aims to encourage 18 to 24 year olds to drink responsibly and be aware of the possible serious consequences of drinking to excess.
The campaign is also designed to appeal to a slightly younger age group, which research suggests may already be drinking illegally. It is hoped that we may be able to influence their future drinking habits if messages are targeted to them earlier.
Public health minister Caroline Flint said: "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 to know their limits, and to take responsibility for how much they drink.
"Drinking too much alcohol alters your judgement and perception and can lead to people taking risks with their health and safety that they would never normally even consider while sober.
Latest goverment figures:
- 70 per cent of peak time A & E admissions are alcohol related
- One in three reported rapes happens when the victim has been drinking
- Around half of all violent crime is alcohol related
- Figures show that for 16 to 24 year olds in England, 33 per cent of men drank more than 8 units on at least one day and 24 per cent of women drank more than 6 units on at least one day.
- Younger people are likely to drink heavily - 48 per cent of males and 39 per cent of females aged 16 to 24 drink above the daily recommendations.
