The Home Office is launching a binge drinking campaign aimed at reducing alcohol harm amongst 18-24 year olds, under the existing ‘Know Your Limits’ campaign banner.
The campaign includes TV, print, radio and a viral execution, as well as online advertising and an installation at a prime Covent Garden location.
Two TV executions form the lynch pin of the campaign; one shows a boy and the other a girl getting ready, at home, for their night out. Instead of the usual rituals, however, they do things you’d associate with being drunk. The boy pours curry down his shirt, urinates on his shoes and rips his jacket. The girl is sick, smears lipstick across her face and snaps her heel off. The ads end with the question ‘You wouldn’t start a night like this, so why end it that way?’
The print follows the same format of asking questions: ‘Would you squat down and pee into the gutter?’, ‘Would you push a mate into the road to get a laugh?’, and ‘Would you trash the place if they got your order wrong?’
The campaign was written and art directed by Matt Gilbert and Dave Tokley. The TV was directed by Vince Squibb through Gorgeous. Media planning is through Manning Gottlieb OMD.
The campaign follows closely behind a Units campaign, which VCCP developed alongside the Department of Health.
Home Secretary Jacqui Smith said:
“I am not prepared to tolerate alcohol fuelled crime and disorder on our streets.
This new campaign will challenge people to think twice about the serious consequences of losing control through drink. Alongside the other tough measures we are taking to tackle binge drinking, it will encourage them to change their behaviour.”
ENDS
For further information contact Tom Henton at VCCP on 020 7592 9331 or the Home Office press office on 020 7035 3535.
