Know Your Limits alcohol campaign launched by government

From the Home Office:

A new campaign launched this week urges young drinkers to know their limits and to stay within them. The advertising campaign uses television ads, posters and a Know Your Limits website to get the message across that too much alcohol actually makes you vulnerable, even while it makes you feel tough.

The joint Department of Health and Home Office campaign is aimed at 18 to 24 year olds, although it also reaches out to younger, illegal drinkers. 

Public Health Minister Caroline Flint emphasised that this is not a morality campaign, but an effort to encourage common sense. 'We are not trying to demonise alcohol or stop people enjoying themselves,' she explained. 'This is about encouraging young people to have a good time, but to also know their limits.'

One of the ads has been posted on YouTube - Hen party enjoy and unforgettable big night out! 

An email from The Forster Company ("social change communications consultancy" - they are responsible for the social marketing side of the campaign, not the design of posters etc) has gone out to some in the field, saying this about the campaign:

The government has  announced the launch of the next phase of the national alcohol alcohol harm  reduction strategy. A hard-hitting  advertising campaign will begin to target 16 - 24 year olds to prompt  consideration of the risks associated with excessive drinking, particularly in relation to their own personal  safety.

The goverment hopes that other 'at risk' groups will also benefit  from a renewed focus on alcohol consumption, including pregnant women and adults whose drinking levels may pose risks to their health.

Professionals working in health, criminal justice, local  government, education, the voluntary sector and the drinks industry will be crucial to the campaign's success, and constructive cross-sector partnerships  are needed. Regular updates from the government will keep practitioners  informed about issues such as   

• new leaflets aimed at young people, pregnant women and other 'at  risk' adult  drinkers  
• the first campaign pack containing key facts and messages about sensible drinking, specialist advise and ideas for community-based  action 
• regional alcohol action days - forums for professional  intermediaries  to address key issues, develop local solutions and share successful  approaches

The government recommends that any activities around alcohol or related issues could be incorporated into the forthcoming campaign.  Any  good projects that could be used as best practise or case studies could be emailed to knowyourlimits@forster.co.uk

This campaign starts to fulfil commitments made within the Alcohol Harm Reduction Strategy for England (2004), although calling it the 'next phase' is odd - what was the first phase?  It will be interesting to see how the government plans to communicate with the alcohol field - does it know who we are?  Watch this space.