Pubdate: Tue, 20 Mar 2001
Source: Guardian, The (UK)
Website: http://www.newsunlimited.co.uk/guardian/
Address: 75 Farringdon Road, London EC1R 3ER, England
Email:  2001 Guardian Newspapers Limited
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Author: James Meikle, Health Correspondent
Note: Article is Part 3 in Guardian Newspapers Limited ongoing special 
report series entitled "Drugs In Britain"

BREWERS TARGET YOUTHFUL EXCESS

Britain's biggest drink manufacturers yesterday warned that attempts to 
reverse Britain's bingeing culture could take a generation, as they 
launched the first national advertising to cut drunkenness in young people.

They also challenged the government to use television and cinemas to try to 
make drunkenness as unacceptable as drink-driving, when they unveiled a £1m 
campaign portraying excess as a sexual turn-off, a recipe for violence and 
a route to depression.

The unprecedented attempt to change habits among the young follows concern 
that Britons are among the worst offenders in Europe.

The Portman Group, funded by manufacturers to promote "sensible drinking", 
estimates that more than one in six aged 18-24, or 1m young adults, 
regularly drink simply to get drunk. Its poster and radio campaign follows 
trials in Manchester last year and is expected to include hospital and GP 
waiting rooms as well as pubs, bars, clubs and public transport. The group 
will also ask fashion shops to put stickers on changing cubicle mirrors 
with the message "You're drop dead gorgeous - so don't drop dead drunk."

Jean Coussens, director of the group, said: "This is a tough message to get 
across. Occasional excesses are part of a normal learning curve. This 
campaign is the start of a long haul to change the image of drunkenness and 
the culture of excess around alcohol."

The group's members are Allied Domecq, Bacardi-Martini, Bulmers, Campbell 
Distillers Pernod-Ricard, Diageo, Interbrew UK, Scottish and Newcastle, and 
Seagram, but pub chains have also backed the campaign.

Ms Coussens said that the industry opposed drunkenness as much as any one, 
but one campaign was not the answer: "We would be absolutely mad if we 
thought this alone could change behaviour." Other partners, including the 
government, would have to find funds for a whole range of campaigns and for 
more expensive forms of advertising.