£4m Know Your Limits drive to get message across (From Daily Echo)

£4m Know Your Limits drive to get message across

3:55pm Monday 23rd October 2006 in News

THE government's first national alcohol awareness campaign was launched today with adverts showing binge drinkers becoming the victim of horrifying accidents, rapes and beatings.

The £4m Know Your Limits promotion is designed to show 18 to 24-year-olds the possibly tragic consequences of excess drinking.

It is hoped it will also appeal to an under-age audience.

Ministers admitted that drinking too much has become ''almost a badge of honour'' for many young people.

It also emerged that a scheme to provide clearer information about drinks' alcohol content on packaging and at the point of sale is due to be launched next year.

Home Office minister Vernon Coaker said: "The campaign dramatises the consequences of drinking irresponsibly by showing that it makes you feel invincible when you are actually more vulnerable."

The campaign to deter hard-drinking adopts shock tactics similar to those used to raise awareness of the dangers of drugs and smoking, and will feature TV commercials and print adverts.