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Move to get youngsters to think twice about getting drunk

PUBLISHED: 16:00 03 September 2009 | UPDATED: 14:49 05 October 2010

A CAMPAIGN has been unveiled to get London’s young adults to think twice about getting drunk. The £100m programme follows a survey showing one-in-four youngsters in the last 12 months have been ashamed of their appearance when drunk

A CAMPAIGN has been unveiled to get London’s young adults to think twice about getting drunk.

The £100 million programme follows a survey by the alcohol awareness charity Drinkaware, showing one-in-four youngsters in London in the last 12 months have been ashamed of their appearance when drunk.

A fifth have not known how they got home after binge drinking and nearly a third have blacked out.

The figures include seven per cent who have been in a fight and 43 per cent have vomited after boozing.

So the charity has drawn up a new strategy to change social acceptance’ of getting drunk with posters in pubs, bars, phoneboxes, supermarkets and off-licences.

The strategy includes drink mats, stickers and supermarket shelf strips with tips for smart’ drinking and a strapline on 13 million products including neck labels on bottles, cans and multi-packs.

CULTURE

“Changing the drinking culture won’t happen overnight,” admits Drinkaware’s chief executive Chris Sorek.

“But young adults can change their drinking patterns with advice and simple tips like eating before drinking.

“The financial and social impact of alcohol misuse affects everyone.

“Parents, teachers, health professionals, charities, the drinks industry, Government and local authorities all have a part to play in reducing the harm caused by alcohol misuse.”

The Drinkaware campaign funded by the drinks industry is targeting alcohol misuse which costs the NHS £2.7 billion, with a wider social cost to society of crime and disorder, social and family breakdown and work absence estimated at £25bn.


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