The Government is planning to tap into female vanity with its latest anti-binge drinking campaign by highlighting that it can ruins looks.
The hard-hitting campaign, led by the Department of Health and the Home Office, will specifically target teenage girls. It is the first execution in a £10m anti-binge drinking campaign.
The ads will mirror the Department of Health anti-smoking campaign in 2005, which showed that smoking can cause cellulite, bad breath and wrinkles. One execution showed a boy realising that a girl reeks of smoke as he moves closer her. It was created by Abbott Mead Vickers. BBDO.
The anti-binge drinking campaign will be the first campaign created by Vallance Carruthers Coleman Priest, after it was appointed to the alcohol harm-reduction brief (MW October 18). Other executions are likely to include ads targeting young men and focusing on how excessive drinking can ruin their health.
Meanwhile, the Government has repeated its calls to the drinks industry to advertise the dangers of alcohol or face further restrictions, in its interim report this week reviewing the impact of the Licensing Act 2003.
The report from Andy Burnham, Secretary of State for Culture, Media and Sport, says that though overall crime and alcohol consumption are down, “alcohol-related violence has in-creased in the early hours of the morning and some communities have seen a rise in disorder”.