A month-long campaign has begun from NHS Birmingham East and North (BEN) aiming to increase awareness of the risk of excessive drinking and offering advice on drinking alcohol while out socialising.

Created by Doctor Foster Intelligence, the campaign includes postcards, posters, street installations, local PR, ambient media and handouts of pizza and water.

An impactful film directed by Rankin and Chris will also be used to show the repercussions of getting too drunk on a night out.

The pair previously worked on the ‘Fight Back’ quit smoking campaign which rolled out last Autumn.

The campaign looks to avoid alienating people by focusing on asking people to drink less, and instead concentrates on the effects of drinking too much, targeting men and women between 16-30 in the north and east of Birmingham.

A website has also been launched to support the campaign, while a teaser materials have been distributed to local shops, while posters and on-mirror signed being displayed in toilets in bars and clubs were distributed on 24 May.

The second weekend of activity will include street installations presenting what can go wrong when a person loses control to alcohol, while the final weekends will see the message switch from warnings to offering practical advice.

All activity will aim to drive people to the website for further information, alongside real life confession films told by local residents of their experiences of being too drunk.

The campaign is part of the PRIME[i] programme, which aims to revolutionise the design and marketing of the trust’s services in order to achieve effective and measurable behaviour change, a reduction in health inequalities and so a marked improvement in the health of the population.