Government focuses on sex in anti-drinking push

by Gemma Charles Marketing 22-Apr-08, 09:30

LONDON - The government wants to persuade people that drinking alcohol can impair sexual performance, as part of a £10m campaign intended to combat binge drinking.The risqur strand of the activity, which is part of the Home Office and Department of Health's Know Your Limits drive, will highlight that too much alcohol can cause impotence. It is understood that the campaign will employ heavy innuendo to convey the message, which is intended to tap into young people's fear of losing face.

The activity, created by VCCP, will be rolled out after the initial part of the activity, which launches next month. The first ads will focus on units and target middle-class drinkers; the binge-drinking work is due to roll out in June.

Later on in the year the Department for Children, Schools and Families will launch a campaign targeting underage drinkers, a trend that is causing increasing concern among the public. It aims to create an umbrella campaign similar to the Talk to Frank initiative intended to combat drug use.

The Know Your Limits team is also encouraging its local centres to run PR campaigns around St George's Day and the May Bank Holiday.