The British
Government has launched a campaign named KNOW YOUR LIMITS for the youngsters who have a habit of drinking too hard
showing that drinkers easily fall prey of accidents, rape, beating and lack of judgement. A TV commercial due to be broadcast from16 th Octobershows a masked man in a superhero costume scaling scaffolding to rescue some lost balloons. He falls to the ground, badly injured, and is shown to be an ordinary man who had been
fuelled by drink. Other ads will appear in movie theatres, on radio, in magazines and online."The campaign dramatises the consequences of drinking irresponsibly by showing that it makes you feel invincible when you are actually more vulnerable," said Home Office
minister Vernon Coaker.Britain has long struggled with high levels of alcohol-fuelled violence, especially in city centres on weekends. The government estimates that half of all violent crime is alcohol-related. Public Health Minister Caroline Flint said the campaign was aimed at 18- to 24-year-olds, many of whom considered "throwing up, embarrassing yourself or getting hurt ... almost a badge of honour.""We feel they will
recognise themselves in these advertisements and possibly recognise things that have happened to their friends as a result of drinking," she said.The campaign group Action on Addiction said it welcomed the latest campaign."Young people
drink to get drunk, and we need to find an effective way to change their attitude towards alcohol," said chief executive Lesley King-Lewis.
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