Cheshire & Merseyside's Public Health Network has launched a social marketing campaign designed by BJL to encourage less harmful drinking levels among men.

The 'Drink a little less, see a better you' campaign is being supported by Stockport-based brewery chain Robinsons and will see pub fixtures and fittings carry light-hearted messages asking men to slow down their drinking for their own benefit.

Free health checks will also be carried out in some Robinsons pubs.

BJL director Charlotte Thompson said: "The brief was very challenging – ask men in pubs to do less of what they go there to do.

"However research confirmed that these men share a real appetite to feel better and brighter for themselves and their families. They suspect they’re over doing but it’s easier to ignore than change. 

"As long as we didn’t lecture or sensationalise the issue, they were up for the message and the action.  So the campaign is colloquial, presents small steps and offers rewards in exchange for cutting back which, early indications suggest, the punters really welcome.”