The health department in Britain has launched a campaign to fight heavy alcohol consumption among young people. Commercials designed to shock have been made for the purpose - the ads show binge drinkers paying the price for acting nothing can happen to them.
Titled ‘know your limits’, the shock and desist ad campaign will run through November and the ads have begun appearing from today in cinema, television, radio, magazines and online.
The ‘know your limits’ campaign exhorts 18-to-24 year olds to drink responsibly. It aims to educate young people about the risks associated with excess drinking.
The ‘know your limits’ ads employ youth-appealing imagery, in this case it uses the superheroes theme. For example, in one TV commercial, a young man transforms into Batman and scales a building to catch balloons that have escaped from a group full of pretty women. The commercial ends with the ‘pseudo-batman’ crashing to the ground as a mere mortal.
This ad ends by saying, ‘Alcohol makes you feel invincible when you are most vulnerable.’
