DCSF launches underage drinking campaign

LONDON - The Department for Children, Schools & Families is launching the first-ever advertising campaign aimed at making children and their parents think about the consequences of drinking alcohol.

The campaign by Wieden & Kennedy, the agency's first since its picked up the business in October last year, features two TV ads that show children talking about the dangers that alcohol could pose to them in the future.

The children explain that when they grow up, alcohol could lead to them doing things that they wouldn't necessarily want to do, like having underage sex, or taking drugs.

The spots conclude with a voiceover encouraging parents to start having conversations with their children about the threat that alcohol can pose to their decision-making. A strapline reads: "Why let drink decide?"

The TV ad breaks tonight, and will be supported by print and radio executions.