Government to screen more alcohol ads

21 September, 2007

The government is to repeat its Know Your Limits TV and cinema campaign aimed at promoting more sensible drinking among younger people. A burst of an ad shown before last Christmas will get a repeat airing in November.

The Know Your Limits campaign is being expanded with four local pilot schemes to work with specific groups of young drinkers, including students and young women.

The projects will involve "street marketing" and leafleting campaigns through local councils, universities and voluntary sector organisations. The exact location of the project is still to be confirmed.

There will also be two Alcohol Action Days under the Know Your Limits banner for health, local government and education professionals.

The first will be at the Government Office for the North West in Manchester on Oct 30. The second date is yet to be finalised.

Know Your Limits is a joint campaign by the Home Office and Department of Health who recently invited three advertising agencies to pitch for a general £10 million campaign to promote sensible and safe drinking, to start next year.

This autumn's campaign is specifically aimed at 18 to 24-year-olds. Organisers claim last year's campaign forced 82 per cent of target viewers to rethink the consequences of drinking too much.

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