Feel campaign gives warnings to bingers for Alcohol Concern

The alcohol misuse body Alcohol Concern has launched its first major ad campaign to raise awareness of the dangers of binge drinking.

The campaign, developed by the integrated agency Feel, follows a report that found the UK is the binge-drinking capital of Europe.

Alcohol Concern will launch its campaign to coincide with the upcoming publication of the Government's National Alcohol Harm Reduction Strategy.

The campaign uses images of traditional pub signs coupled with eye-catching slogans about drinking followed with hard-hitting facts about the harm alcohol can cause.

One slogan says: "Not every happy hour ends in a laugh", followed by the fact: "There are 28,000 alcohol-related violent incidents every week." A second execution begins: "Some nights out are not so easy to forget", and finishes with the endline: "Alcohol is the most common date-rape drug. Used in over 350 sexual assaults each week."

"Everyone is talking about binge drinking but no-one is talking about the consequences," Chris Arnold, the creative director at Feel, said.

"We want to put the meat on the bones, to make the campaign achieve cut-through."

Creative will run on 48-sheet and A3 posters, bus-sides, press ads and ambient media including postcards.

The ads were written and art directed by Feel. Media planning and buying has been handled by Touch Media.

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