The Home Office has launched a new online viral marketing campaign as part of its Know Your Limits anti-binge drinking drive.
A Film called Street Dares is appearing on You Tube.
The minute-and-a-half clip features a reporter in a busy shopping street stopping young members of the public and challenging them to do things people only normally do when they’re drunk, before doing them himself to general looks of astonishment.
The campaign includes a partnership with Channel 4 soap Hollyoaks to produce a drama to back its messages.
It will appear on the E4 website and social networking sties alongside sensible drinking information.
There are also poster and radio ads.
Home Office Minister Alan Campbell said: “This campaign about challenging people to think twice about the consequences of binge drinking and is the next step towards making people understand that excessive binge drinking is not acceptable.”
The campaign is a follow-up to last year’s You Wouldn’t Do It Sober and was produced by intelligent viral agency Rubber Republic.
Click here to see the film.