Faulds' poster drive portrays the shame of the binge drinker

Binge drinking is tackled in the Scottish Executive's new campaign through Faulds Advertising.

The ads aim to portray the harm binge drinking can have on a person's self-respect. They are aimed at 18- to 35-year-olds, who drink to excess at least once or twice a week.

The posters will run on more than 550 sites, and feature one female and one male character who, during the day, both appear pristine and professional.

At night the same people are dishevelled and awry.

One fifth of the sites will run "before

and "after

versions of the ad, using a technique that changes the image once the site is illuminated at night.

Media planning and buying is by Feather Brooksbank. The posters run in conjunction with TV ads directed by Paul Arden through Arden Sutherland-Dodd. The TV ads run from 31 May to the end of June and move into cinema from mid-June to August.

The campaign was written by Martin Hartley and art directed by David Aylesbury. Photography for the posters was through Paul Hampton of The House.