Know Your Limits: Anti-binge drinking campaign

VCCP have launched the Home Office's new multimillion-pound anti-binge drinking push.

The campaign, targets 18- to 24-year-olds with the strapline "You wouldn't start a night like this, so why end it that way?"

The £4m campaign includes TV, radio, press and digital advertising.

Scenes from the TV ad will appear in a window display that will run for two weeks in Long Acre in London's Covent Garden. There are plans to recreate the shop window display in town centres across the UK.

The binge drinking ads forms part of a wider £10m government campaign that started last month with a Department of Health TV push, also by VCCP, raising awareness of the units of alcohol in different drinks.

Know Your Limits: Units Campaign

VCCP has launched a new two-part Government alcohol 'Know Your Limits' campaign. The first 'Units' strand aims to advise drinkers how many units are in their drinks and help them stick to their limits. It will be followed by a binge-drinking strand from the Home Office next month. This is the biggest alcohol awareness campaign the Government has ever run.

The campaign will use TV, radio, outdoor, press, online, mobile, direct, stakeholder relations and PR.