The new Department of Health and Home Office campaign 'Know Your Limits' was officially launched in October 2006. It aims to encourage 18 to 24 year olds to drink responsibly and to be aware of the consequences of drinking to excess.

Advertising
Throughout the autumn, a hard-hitting advertising campaign will appear on television, cinema, radio, magazines and online. TV channels that reach the target audience have been chosen, including Channel 4, Sky One, Sky Sports, Sky Movies, E4 and MTV. A new range of posters will also be displayed in appropriate ambient settings such as washrooms in bars and at football grounds.

Website
www.knowyourlimits.gov.uk is a new youth-focused, interactive website to support the campaign. It contains tips for staying safe, real life stories, an opportunity to view the advert and links to relevant organisations including Drinkaware, Alcohol Concern, Rape Crisis, Talk to Frank and Crimestoppers.

Themes
The campaign will focus on three themes:

Under 25s - How much is too much: under 25s

Pregnant women - How much is too much when you're having a baby

Adults - How much is too much: adults

What the City Council is doing
We are working with our partners to raise awareness to the fact that alcohol misuse can affect people in different ways and aim to dispel some myths about its effects. In 2007 we will launch the new City Alcohol Harm Reduction Strategy which will address issues around alcohol awareness, treatment, crime and disorder.

Need More Information?
For more information about the campaign and how you can help please visit www.knowyourlimits.org.uk

To access information about sensible drinking including how alcohol can affect your personal health, please visit http://www.thedrinkdebate.org.uk/