In the Government’s “Alcohol Harm Reduction Strategy”, published in 2004, binge drinkers were a key target audience for new messages to be targeted by Government in their communications. This supported a wider programme of action by the Home Office to bear down on alcohol-related antisocial behaviour involving young people.
As a result, the Department launched “Know Your Limits”, the Government’s first national campaign regarding alcohol. It focuses on young people who binge drink because research shows that 18 to 24-year-olds are most likely to drink irresponsibly and cause harm to themselves and others. Evaluation of the campaign demonstrated that it has been highly effective in raising awareness and has had a high level of recall among young people.
The Government’s renewed alcohol strategy, “Safe. Sensible. Social. The next steps in the National Alcohol Strategy” was published on 5 June 2007, and contains a detailed programme of work to minimise the health harms, violence and antisocial behaviour associated with alcohol, while ensuring that people are able to enjoy alcohol safely and responsibly.
To help deliver this commitment, the Government are committed to continuing its investment in the “Know Your Limits” campaign and will run activity before peak drinking times, such as Christmas and new year. We will also seek ways to broaden and widen the audience reach.
We are preventing the sale of alcohol to children by cracking down on irresponsible retailers and working with the alcohol industry to reduce underage sales of alcohol—while continuing to educate youngsters about the harms, both physical and social, of alcohol abuse.
The Government’s renewed alcohol strategy, “Safe. Sensible. Social. The next steps in the National Alcohol Strategy” was published on 5 June 2007, and contains a detailed programme of work to minimise the health harms, violence and antisocial behaviour associated with alcohol, while ensuring that people are able to enjoy alcohol safely and responsibly.