The campaign will highlight how excessive drinking can lead to road accidents, unwanted pregnancies and poor performance at school under the banner Why Let Drink Decide??Comics Josie Long and Russell Kane will also appear in the campaign which will comprise TV and radio ads, a website and leaflets to be distributed through GPs’ surger?ies.
Children’s Secretary Ed Balls said the campaign was aimed at backing up the recent advice of the chief medical officer to parents on how and when young people should be introduced to alcohol.
“This is about making sure we put young people in charge of their future, not alcohol,” Balls said.
Bill Bailey added: “Comedy is a great way to get information across and if people are laughing and enjoying it, you can slip messages or something more serious in under the radar, and It has more of an impact.
“The main message is to get parents to engage with their children more and talk to them on a regular basis about alcohol.”?The campaign has been backed by Drinkaware, the industry-funded alcohol education programme.
Chief executive Chris Sorek said: “Alcohol misuse among young people is no laughing matter but using comedy in a creative way will get people thinking about it.
“It’s essential that we talk to young people about the dangers of alcohol misuse from an early age.”