Home Office targets anti binge-drinking viral at young people

by Joe Thomas, marketingmagazine.co.uk 08-Jun-09, 08:45

LONDON - The Home Office has launched a viral campaign in an attempt to change drinking behaviour among 18-24 year olds, as part of the government's Know Your Limits campaign.

The viral film, released today, has been created by VCCP, which have teamed up with the director of 'Bullet Boy' and 'The Duchess', Saul Dibb.

Featuring up-and-coming comedy writer and performer John-Luke Roberts (BBC 7's ‘Spats'; Radio 4's ‘The News Quiz'), the short film shows a reporter asking young people to act out the kinds of embarrassing, anti-social or potentially dangerous behaviour normally associated with drunkenness.

Pre-rolls of exclusive footage will be used around popular TV programmes online to drive traffic to the viral.

In June 2008 The Home Office launched the first phase of this binge-drinking campaign, aimed at reducing alcohol harm amongst 18-24 year olds. VCCP produced TV ads, print, radio and digital work.