Anti-social boozers targeted with shock-tactic posters

by Ben Bold, Brand Republic 14-Nov-05, 08:40

LONDON - The government is clamping down on drunken yobs and rogue licensees in a £150,000 advertising campaign targeting alcohol-fuelled anti-social behaviour.

The Home Office poster ads, which will appear from Tuesday, use shock tactics to warn boozers that they face the prospect of an on-the-spot fine if they are caught breaking the law. Rainey Kelly Campbell Roalfe/Y&R is behind the campaign.

Avoiding conventional use of typography, one execution spells out "£80" in vomit -- highlighting how much people will be fined for being sick from over-drinking. Another ad shows a man urinating a stream of money down a drain.

The campaign comes ahead of changes to the licensing law from November 24 that will allow some pubs and bars to stay open and serve alcohol 24 hours a day.

A Home Office spokesman claimed the campaign is the government's biggest crackdown on drunken behaviour to date. "The message that we are putting out is that the government is absolutely determined to cut down on the yobs who cause misery to others, although everyone has the right to a pleasant drink," he said.

Critics have said that the changes drinking laws will exacerbate the apparently growing incidence of binge drinking. However, the government claims that the Licensing Act will give authorities greater control over licensees, allowing them to close down venues, install CCTV, bring in new management and reduce licensing hours.

The campaign will run until the end of the year.

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